Attitude Toward Offshore Services (Communication Problem)

What it measures

A four-item scale measuring a consumer's negative attitudes arising from communication difficulties when interacting with offshore service agents with foreign accents. Items tap comprehension challenges, frustration at needing repetition, affective dislike, and the perceived link between accent strength and service helpfulness. Part of the OFFSERVSENT battery — a suite of five scales capturing distinct dimensions of consumer sentiment toward offshore service delivery.

Representative items

• I can't understand people with foreign accents.
• I hate dealing with service agents who have foreign accents.

Citation

Thelen, Shawn, John B. Yoo, and Vincent P. Magnini (2011). An assessment of the validity of consumer sentiments toward offshoring. Journal of Service Research, 14(4), 380–397.