Examining the Impact of Perceived Cultural Distance on the Pragmatic Choices of Saudi Customers in Service Encounters

This study examines service encounters in Saudi Arabia from a pragmatic perspective. Its aim is to investigate the possible impact of perceived cultural distance between customers and service providers on pragmatic choices. It specifically examines how Saudi customers construct their service encounters when talking to service providers of the same (versus different) cultural/ethnic background in terms of discourse structure; strategies of request and internal modifications, and stylistic strategies. Three cafés with service providers of three different ethnic/cultural backgrounds are chosen. One has Saudi service providers, the second café has Arab (non-Saudi) service providers, and the third café has non-Arab service providers. Forty socially minimal service encounter interactions that take place in each café are observed and manually recorded. The study uses the framework of ‘rapport management’ by Spencer-Oatey (2002) as its approach for data analysis. The findings indicate that there are differences among the three sets of data in terms of discourse structure, the realization of the speech act of request, and the stylistic aspect of interactions. According to the special nature of service encounters, customers’ pragmatic choices are explained in terms of expressing certain degrees of social distance rather than politeness. More specifically, the closer cultural distance between customers and service providers, the more pragmatic strategies functioning to achieve more closeness and solidarity are employed.

Examining the Impact of Perceived Cultural Distance on the Pragmatic Choices of Saudi Customers in Service Encounters

This study examines service encounters in Saudi Arabia from a pragmatic perspective. Its aim is to investigate the possible impact of perceived cultural distance between customers and service providers on pragmatic choices. It specifically examines how Saudi customers construct their service encounters when talking to service providers of the same (versus different) cultural/ethnic background in terms of discourse structure; strategies of request and internal modifications, and stylistic strategies. Three cafés with service providers of three different ethnic/cultural backgrounds are chosen. One has Saudi service providers, the second café has Arab (non-Saudi) service providers, and the third café has non-Arab service providers. Forty socially minimal service encounter interactions that take place in each café are observed and manually recorded. The study uses the framework of ‘rapport management’ by Spencer-Oatey (2002) as its approach for data analysis. The findings indicate that there are differences among the three sets of data in terms of discourse structure, the realization of the speech act of request, and the stylistic aspect of interactions. According to the special nature of service encounters, customers’ pragmatic choices are explained in terms of expressing certain degrees of social distance rather than politeness. More specifically, the closer cultural distance between customers and service providers, the more pragmatic strategies functioning to achieve more closeness and solidarity are employed.

Gender difference in the effect of cultural distance on academic performance among cross-border students in China

Cross-border students’ academic performance draws people’s attention, whereas perceived cultural distance might influence their performance with gender difference. Based on role theory, men and women present different roles in society, and women are good at perceptual, cognitive aspects, making them more sensitive to cultural distance. Finding shows that the negative moderation role of gender existed in the relationship between cultural distance and academic performance. Particularly, female students showed lower cultural adaptation after cross-border migration, which then influenced their academic performance in universities. This study provides implication for policymakers and universities to pay more attention with additional resources to support female students’ cultural adaption.

Ethnic Stereotype Formation and Its Impact on Sojourner Adaptation: A Case of “Belt and Road” Chinese Migrant Workers in Montenegro

Ethnic stereotypes are cognitive markers that are formed and modified because of intercultural contact with a new cultural group. There is now much empirical evidence that explicates how stereotypes of ethnic groups can impact individuals’ acculturation experiences. However, what is unknown is how previously nonexistent ethnic beliefs are formed as a result of contact with the local culture. One hundred and seventy-four (N = 174) overseas Chinese construction workers were contacted through the Chinese Consulate in Montenegro and agreed to participate in the present study. The online questionnaire asked workers to describe Montenegrin majority members in terms of five characteristics. These traits formed the stereotype markers that were classified as positive, neutral, or negative. Sojourners also answered questions that measured perceived cultural distance, social exclusion, knowledge of Montenegrin culture, feelings of social exclusion, and their sociocultural adaptation. Results show that both positive and negative stereotypes are correlated with less social exclusion and better socio-cultural adaptation. Perceived cultural distance, knowledge of host culture and length of stay was mediated by stereotypes on adaptation outcomes. Interestingly longer sojourn did not lessen the type of stereotype, nor did it reduce cultural distance. Contribution to the stereotype literature and practical understanding of how Chinese sojourners see majority members will be discussed.