1. Introduction
Customers that do not perform the traditional role of customer-producer relationship produce the same effect on the service organizations similar to that of mismatch parts or unusual specifications present on the assembly lines” (Shipilov et. al., 2012). It has been mentioned that these kinds of services are comparable to that of the theater kind in which both service providers and customers have their own specific roles to play in the service performance (Lee & Lee, 2020). Many service organizations, predominantly those that work to handle a variety of customers in a timely and efficient manner, arrange for their employees with screenplays and expect the personnel as well as the customers to abide by those precise screenplays as well
International Journal of Social Science Research (IJSSR) eISSN: 2710-6276 | Vol. 4 No. 2 [June 2022]
Journal website: http://myjms.mohe.gov.my/index.php/ijssr
THE IMPACT OF CODE SWITCHING IN STARBUCKS SERVICE ENCOUNTERS
Nur Iylia Mohd Noor Be1*, Muhammad Anas Zakwan Sabri2, Atif Che Adnan3 and Nor Aisyah Ahmad4
1 2 3 4 Language Centre & General Studies, Kolej Universiti Islam Perlis, Perlis, MALAYSIA
*Corresponding author: [email protected]
Article Information:
Article history:
Received date : 26 May 2022 Revised date : 18 June 2022 Accepted date : 25 June 2022 Published date : 30 June 2022
To cite this document:
Mohd Noor Be, N. I., Sabri, M. A. Z., Che Adnan, A., & Ahmad, N. A.
(2022). THE IMPACT OF CODE SWITCHING IN STARBUCKS SERVICE ENCOUNTERS.
International Journal of Social Science Research, 4(2), 161-169.
Abstract: The study examined the language of service encounters in Kangar Jaya Starbucks, Perlis, Malaysia.
The authors analyse the naturally occurring customer interaction in service encounters. In intraethnic interactions within this setting, Malay is the default language choice but English is emerging as a viable option. Starbucks baristas accommodated interethnic interactions by speaking either Bahasa Malaysia or English. Because code-switching was found in a small number of customer interactions, the majority of service encounters took place in only one language. Starbucks baristas switched to thanking customers in English, but functions vary depending on the customer interaction in these intraethnic interactions. The primary functions are to focus on the attributes of the products offered, specifically the coffee options, quantity choices available, and add-on menu (from the original menu).
This study will shed light on the impact of code switching in customer interaction within service encounters in Starbucks.
Keywords: code switching, Starbucks, language choice, customer interaction and service encounters.
(Nicod et. al., 2020). Such services would be categorized by Lovelock (1983) as low in terms of customization and in the customer contact personnel judgment. Routinizations through scripting work in a way that it helps in ensuring a uniform service outcome (Cameron, 2011;
Bryson, 2020) which in turn provides the retailer with a much beneficial competitive advantage. Scripts can be weak, without sequence information, or strong, with a format that aids in defining the appropriate orders of role behaviors. Take for example; a restaurant script is a type of strong script (including subscripts for various types of restaurants) with mutual understanding towards customer behaviours (Gioia, 1984).
Yet many of the research on the scripting in services focus only on the order of behaviours or events rather than the points of conversation itself. For example, Mendes (2021) define a script as “a predetermined, stereotyped sequence of actions that defines a well-known situation”. This research addresses the gap of the transactional interaction that takes place between the service provider as well as behaviours or actions involved in the service interactions and offers fresh new look at the verbal interaction of these service script participants. In particular, this study examines the instances when scripts are followed and the moments where they are not in which it is known as, script subversion.
In this study, a specific type of script subversion as observed which is known as code switching.
Codes have been defined in the sociolinguistics literature as society-level communication systems (Titone, 2022) and code switching is the shift that the communicator does between these codes (Eastman, 1992) during an interaction. In a scripted service interaction, the act of code switching may then be contemplated as a form of “ad-lib”; e.g., a consumer may inquire from an employee if the employees are able to make clear the ingredients in a beverage, prompting the employee to move from the strongly scripted encounter. The study examines the impact of this type of ad-libbing on the service performance as well as consumer’s satisfaction.
Specifically, the study scrutinizes the service disruptions, or what ethno-methodologists refer to as “breaches”, that becomes a catalyst for code switching. Unanticipated, and consequently unintended, script subversion via code switching is a widespread instance that is currently under-theorized as well as under-researched in the retailing literature.
Numerous categories of code switching behaviours in the service encounters are possible, resonating with those identified in the sociolinguistics. Code switching may be the outcome from the shifting and the blending of wide-ranging language codes (e.g., English to Malay), or through micro-cultural, or dialect codes (dialects, technological / industrial jargon). The study suggests from the previous researches in this area a third type of code relevant to the service providers: distinctive, organizational jargon, or the brand codes (e.g., Starbucks
“Frappuccino”). Regardless of the level of the code (language, dialect, or brand), all code switching destabilizes the organization’s script, may interrupt the service encounter, and in the long run influences business practices, competitiveness and profitability.
The research is guided by the following research questions:
1. Does code switching occur in scripted service encounters?
2. Is language and dialect code switching found in commercial settings?
2. Literature Review Code switching
Code-switching is a multifaceted topic. This study deals mainly with the sociolinguistic dimension of code-switching. In sociolinguistics a language may be referred to as a code.
According to Crystal (1987), code is a neutral term which can be used to denote a language or a variety of language. Code-switching is a linguistic phenomenon which occurs in multilingual speech communities. The term describes the process in which a communicatively competent multilingual speaker alternates or switches usually between two languages or language varieties or codes during the same conversation as suggested by Mabule (2015).
As proposed by Wigdorowitz (2022), code-switching as described here is restricted to communicatively competent or skilled bilinguals/multilinguals. It therefore needs to be distinguished from a mixture of languages as performed by unskilled speakers who lack knowledge in a particular code. For instance, language learners who are not yet fully competent tend to fill a lexical gap in their knowledge of the target language (L2) with lexical elements from their native language (L1) whilst speaking. These switches are motivated by a lack of knowledge in vocabulary and are not defined as code-switching.
It is the communications system used within a given community and reflects social norms (Heller, 1995). Code switching is a sociolinguistic communication strategy where a communicator toggles from one code to another (Eastman, 1992; Dumrukcic, 2022) during discourse. As stated by Salamat (2021), communicators may switch codes in part, as in mixing or blending codes within a single speech exchange or in total, as in an entire shift from one code to another.
Code switching occurs when the organization’s script is written in a language or style that is not ideal from the customer’s viewpoint. This lack of a common preferred script may be due to language proficiency, preferred dialect style, or to greater familiarity with another organization’s brand terminology. Given cues from the employee, customers may code switch to increase their comfort level with the interaction. For example, language code switching may occur if the customer for whom English is a second language perceives that the employee may also speak that language. An employee name tag with a Malay name may prompt a Malay speaking customer to code switch and place the order in Malay rather than English. Thus, customers may attempt to rewrite the organizational script to conform to their preferred communication style and code switch to another language or dialect.
Code switching is a commonly employed communication strategy that has been previously theorized to increase communication richness and efficacy (Chaker et. al., 2022). As such, we would expect code switching to increase satisfaction via enhanced comfort within service encounters (“you speak my language”). When the consumer and employee share what we identify here as a brand code, this indicates a high level of familiarity with the idiosyncratic script due to brand loyalty or sometimes merely market dominance. Berens et al. (2005) indicate that corporate brand dominance influences consumer involvement with the product and may lead to behaviors that closely mimic brand loyalty including a shared brand code.
If there is a shared code (language, dialect, or brand) that is highly salient to participants’
identity, prior research (Arnaus, 2022) strongly suggests the accuracy of the communication should increase because there is a common frame of reference. For service encounters this implies that language and dialect code switching leads to more accurate and more satisfying encounters. Alternatively, code switching, as a form of script departure, is noted in the services literature to disrupt the service encounter causing negative outcomes like order inaccuracy, consumer confusion and frustration, elongated encounters, and decreased consumer satisfaction (Arkenback, 2022). Because the research on code switching suggests that encounters that go off script can have positive outcomes, but the services marketing literature documents a number of negatives associated with not following the script, it is necessary that the service encounter be examined holistically and across contexts.
2.1 Problem Statement
This study examines the language of service encounters in a Starbucks branch operated in Perlis, Malaysia. The specific objectives of the study are to explore the occurrence of code switching in scripted service encounters and to determine whether language and dialect code switching found in commercial settings. Language choice is important in service encounters in ethnically diverse societies because language is one of the barriers to efficient transactions in business settings (Hall and Hall, 1987). Studying the language of service encounters offers empirically driven explanations that would inform status planning of languages because
‘service encounters account for a significant amount of everyday communicative exchanges’
for most people (Togher, Hands and Code, 1997).
Research has indicated that it is either the official language or a regional variety of the official language which serves as the lingua franca in the transaction domain in Malaysia. For example, Malay Northern dialect is used in the sub-domain of markets and hawker centres in Malaysia (Platt and Weber, 1980). In the Malaysian state of Perlis, Malay Northern dialect is usually used for the code of communication by the vendors who do not have formal education in Bahasa Malaysia and English (Ting, 2010; Ting and Chong, 2008; Ting and Lau, 2010). In Sabah, another Malaysian state, the Sabah Malay Dialect is used from the marketplace to restaurants and shopping complexes (Wong, 2000; see also Mahadhir, Ting and. Tumin, 2008).
Based on her study in another part of Malaysia, Petaling Jaya, Burhanudeen (2006) pointed out that sometimes it is not a matter of the vendor’s lower educational level, but the potential of Malay dialect to close the social distance compared to Bahasa Malaysia. Because of language planning which has led to the implementation of Bahasa Malaysia as the medium of education, Malaysians learn the language and, hence, are able to use it in service encounters. In this sense, Bahasa Malaysia has become a preferred shared means of interethnic communication in the transaction domain.
However, English signifies prestige in service encounters in Malaysia because it is usually used with customers of higher social status and in sub-domains frequented by them. For example, Altehenger-Smith (1987) stated that Bazaar Malay prevails in interethnic interactions in the market whereas English is more commonly used in restaurants in Singapore. In furniture shops and boutiques in Singapore, the shop assistants made their language choice based on the perceived social status of the customers. They spoke English with customers with high social status but used Mandarin, Teochew, Hokkien and Cantonese with customers from the lower
Mahadhir and Ting, 2010). Evidently in these sub-domains, ‘language choice can be a basis for status symbol especially in multilingual and multiracial societies’ (Dumanig, 2010:32).
3. Method
To study the phenomenon of code switching at three basic levels: language, dialect, and brand codes, data was collected in the particular service environments. Due to the fact that this research is presenting the notion that brand-specific scripts and jargon are practical codes among which consumers and employees may code switch, international service providers within the coffee industries are chosen to be a part of the sample.
Data
Observations of walk-in service encounters
Naturalistic observation (Lincoln and Guba 1985) of walk-in service encounters was conducted in Starbucks for 10 hours. The observation was conducted in two separate sessions. The first session is an 8 hour session during the day and another session is a 2 hour recording conducted at night. In the Starbucks, there were two counters observed. The researcher examined the presence of code switching in the transactional interactions. However, these data were limited to only be used to investigate in such instances of code switching.
3.1 Materials
The audio recording for this study is recorded by using smartphone with a default voice recorder provided in the main system. The raw data were then transferred to the computer in order to be analysed and extracted according to the research questions.
3.1.1 Samples
The samples for this study were selected through random sampling method to avoid any biasness in which can alter the validity and reliability of the data. The samples of the data were amongst the customers in that particular Starbucks branch.
3.1.2 Site
The researcher had chosen a branch of Starbucks located in the Northern part of Malaysia as the place to conduct the research.
3.1.3 Procedures
The researcher did not participate in the encounters, but rather observed the respondents in situ as they occurred during peak times. The researcher was able to observe the counter interactions in detail from a nearby seating area. The encounters were recorded via field notes and audio taping. Audio-recorders were placed at the researcher station rather than the counter;
background noise is present throughout the encounters and at times obstructs the focal encounter. In these cases, researcher field notes are the sole record of the encounter.
3.2 Measurement
The frequencies of code switching occurrences in each of the transactional interactions are calculated using simple frequency technique. This technique includes the frequency analysis method to identify the specific amount of code switching in each interaction. The analysis is then categorised into respective classifications.
3.3 Data Analysis
In the transcripts, the use of languages other than English was indicated in italics while the English translation was provided in brackets ( ). Pauses were indicated with epsilon (…) and additional information were placed in square brackets [ ]. The grammaticality of the transcript was not edited to retain the authenticity of the data.
4. Results and Discussion
Research question 1: Code switching in scripted service encounters
In addressing the first research question, the researchers had identified encounters in which the employees and the customers changed to another language (language code switching) and used a shared dialect rather than Standard English (dialect code switching) during the transactional interactions. The data strongly demonstrate that code switching does occur in the scripted service encounters. Interestingly, code switching was almost always initiated by the customer.
No language code switching was initiated by employees, but there were a few instances of employees making the first move in dialect code switching. Even in tightly scripted service environments, there is considerable improvisation and specifically a tendency for customers to blend or shift from one shared code to another leaving the original script behind.
Research question 2: Language and dialect code switching in commercial settings.
To address our second question, we examined the language and dialect code switching sociolinguists have examined in non-commercial settings. Language code switching occurs when an employee or a customer blends, toggles between or outright switches from the script based in Standard English to another broad language code like Malay. For example, here is one encounter at Starbucks:
Employee: Can I get your order?
Consumer: Yes. Um. Is this available? [points to menu board]
Employee: Seaside Macadamia White Chocolate Latte?
Consumer: Huh?
Employee: It has espresso, white chocolate, milk and whipped cream.
Consumer: Dia letak cookie crumble tak?
(Are there any cookie crumbles added in it?) Employee: Oh, tak ada.
(Oh, there are none) Consumer: Boleh add tak?
(Can you add them?) Employee: Sure. Itu sahaja ke?
Employee: Okay. Nak whipped cream tak?
(Okay. Do you want any whipped cream?) Consumer: Yes.
In the above encounter, we see that the consumer initiates a broad language code switch. Based on the phenotypes, the employee guesses that the customer might speak Malay due to her lack of understanding of the long menu name. The employee started code switch after the “huh”
from the customer. The customer may have taken that as a cue to start switch the code to the customer mother tongue to assist in the order process. The order segment of the encounter is elongated as the consumer and employee struggle to communicate the product offerings, but ultimately understanding is reached by code switching to Malay. In our dataset we see that language level code switches occur in Starbucks service encounters.
Dialect code switching occurs when a participant in a scripted service encounter blends, toggles or outright switches from the script which is based on Standard English to a recognizable dialect (Northern Malay dialect).
5. Conclusion
The implementation of the ethnography technique to service interactions has been a practical approach in understanding the interaction between employee and customer, alongside the roles that are played and scripts that are followed. However, the dialogue component of service scripts has been disregarded. This research facilitates the organisations in competing with other organization on service by highlighting one-way scripts which can be subverted, by code switching via language, dialect, or brand code. This research contributes to the code switching literature by confirming the positive effects of language code switching in a context not previously studied (i.e., commercial services), by recognizing a context in which dialect code switching may be unfitting, and by introducing brand code switching. Here, the research has looked upon the impact of language and dialect code switching but within the collaborative context of the service encounter (Luna and Peracchio’s (2005) code switching research in an advertising context). The research also introduces the concept of the corporate script as a legitimate code system, where consumers and employees are able to toggle back and forth between codes. The researcher firmly believe that these service codes are as valid as other vernacular as they are more extensively used within the global coffee cultures. Managers of highly scripted services, those with little customization or judgment from employees (Lovelock, 1983) should encourage going “off script” when the employee and customer can communicate better in another language and when there is a need to “educate” the customer as to the appropriate brand script. Scripting plays an important role in such services, and employees must understand what type of “ad-libbing” is detrimental to the service experience.
6. Acknowledgement
The researcher would like to thank Starbucks for their generous sharing of data with us. We also would like to appreciate the enormous effort shown by the entire research team in completing this study. We would also like to extend our gratitude to our organisation in which had provided helpful insights and support both financially and academically.
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