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Impact of Customer Communication Willingness and Employee Oral Communication on Language Skills Development: Moderated by Brand Relationship Quality and Customer Retention

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Title: Impact of Customer Communication Willingness and Employee Oral Communication on Language Skills Development: Moderated by Brand Relationship Quality and Customer Retention
Language: English
Authors: Mohanad Mohammed Sufyan Ghaleb, Waleed Abdulrahman Alawad
Source: Eurasian Journal of Applied Linguistics. 2025 11(1):260-274.
Availability: Eurasian Journal of Applied Linguistics. Canakkale Onsekiz Mart University, Anafartalar Campus Faculty of Education Department of Foreign Language Education, Canakkale 07100, Turkey. e-mail: editor@ejal.info; Website: https://ejal.info/
Peer Reviewed: Y
Page Count: 15
Publication Date: 2025
Document Type: Journal Articles
Reports - Research
Descriptors: Oral Language, Communication Skills, Rating Scales, Second Languages, Language Usage, Employees, Language Proficiency, Business Communication, Service Occupations, Employee Attitudes, Reliability, Merchandise Information, Second Language Learning, Profiles
ISSN: 2149-1135
Abstract: This study investigates the impact of customer willingness to communicate in a second language on the development of employee language skills, with employee oral communication aspiration as a mediator. Additionally, it explores the moderating roles of customer retention management and consumer brand relationship quality in these relationships. The research aims to provide insights into how service-based businesses can leverage second-language communication to enhance employee skill development and customer relations. A quantitative research approach was employed, with data collected from 194 customers and 127 employees of service-based businesses where second-language communication is frequent. Standardized scales were adopted from past research, and SPSS was used for data analysis, including descriptive statistics, reliability tests, correlation analysis, regression, mediation, and moderation analysis. Multilevel modeling (MLM) was applied to analyze dyadic data. The results indicate that customer willingness to communicate in a second language significantly enhances employee oral communication aspiration, which in turn improves the development of language skills. Mediation analysis confirms that employee oral communication aspiration partially mediates this relationship. Additionally, customer retention management and consumer brand relationship quality moderate these effects, strengthening the relationships under high levels of management and brand connection. This study extends the service communication and employee development literature by highlighting the role of customer-employee language interactions in skill enhancement. The findings offer practical insights for businesses, emphasizing the strategic importance of fostering second-language communication to enhance employee competencies and customer engagement.
Abstractor: As Provided
Entry Date: 2025
Accession Number: EJ1475072
Database: ERIC
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  Data: Impact of Customer Communication Willingness and Employee Oral Communication on Language Skills Development: Moderated by Brand Relationship Quality and Customer Retention
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  Data: <searchLink fieldCode="AR" term="%22Mohanad+Mohammed+Sufyan+Ghaleb%22">Mohanad Mohammed Sufyan Ghaleb</searchLink><br /><searchLink fieldCode="AR" term="%22Waleed+Abdulrahman+Alawad%22">Waleed Abdulrahman Alawad</searchLink>
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  Data: <searchLink fieldCode="SO" term="%22Eurasian+Journal+of+Applied+Linguistics%22"><i>Eurasian Journal of Applied Linguistics</i></searchLink>. 2025 11(1):260-274.
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  Data: Eurasian Journal of Applied Linguistics. Canakkale Onsekiz Mart University, Anafartalar Campus Faculty of Education Department of Foreign Language Education, Canakkale 07100, Turkey. e-mail: editor@ejal.info; Website: https://ejal.info/
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  Data: 15
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  Data: Journal Articles<br />Reports - Research
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  Data: <searchLink fieldCode="DE" term="%22Oral+Language%22">Oral Language</searchLink><br /><searchLink fieldCode="DE" term="%22Communication+Skills%22">Communication Skills</searchLink><br /><searchLink fieldCode="DE" term="%22Rating+Scales%22">Rating Scales</searchLink><br /><searchLink fieldCode="DE" term="%22Second+Languages%22">Second Languages</searchLink><br /><searchLink fieldCode="DE" term="%22Language+Usage%22">Language Usage</searchLink><br /><searchLink fieldCode="DE" term="%22Employees%22">Employees</searchLink><br /><searchLink fieldCode="DE" term="%22Language+Proficiency%22">Language Proficiency</searchLink><br /><searchLink fieldCode="DE" term="%22Business+Communication%22">Business Communication</searchLink><br /><searchLink fieldCode="DE" term="%22Service+Occupations%22">Service Occupations</searchLink><br /><searchLink fieldCode="DE" term="%22Employee+Attitudes%22">Employee Attitudes</searchLink><br /><searchLink fieldCode="DE" term="%22Reliability%22">Reliability</searchLink><br /><searchLink fieldCode="DE" term="%22Merchandise+Information%22">Merchandise Information</searchLink><br /><searchLink fieldCode="DE" term="%22Second+Language+Learning%22">Second Language Learning</searchLink><br /><searchLink fieldCode="DE" term="%22Profiles%22">Profiles</searchLink>
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  Data: 2149-1135
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  Data: This study investigates the impact of customer willingness to communicate in a second language on the development of employee language skills, with employee oral communication aspiration as a mediator. Additionally, it explores the moderating roles of customer retention management and consumer brand relationship quality in these relationships. The research aims to provide insights into how service-based businesses can leverage second-language communication to enhance employee skill development and customer relations. A quantitative research approach was employed, with data collected from 194 customers and 127 employees of service-based businesses where second-language communication is frequent. Standardized scales were adopted from past research, and SPSS was used for data analysis, including descriptive statistics, reliability tests, correlation analysis, regression, mediation, and moderation analysis. Multilevel modeling (MLM) was applied to analyze dyadic data. The results indicate that customer willingness to communicate in a second language significantly enhances employee oral communication aspiration, which in turn improves the development of language skills. Mediation analysis confirms that employee oral communication aspiration partially mediates this relationship. Additionally, customer retention management and consumer brand relationship quality moderate these effects, strengthening the relationships under high levels of management and brand connection. This study extends the service communication and employee development literature by highlighting the role of customer-employee language interactions in skill enhancement. The findings offer practical insights for businesses, emphasizing the strategic importance of fostering second-language communication to enhance employee competencies and customer engagement.
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      – Text: English
    PhysicalDescription:
      Pagination:
        PageCount: 15
        StartPage: 260
    Subjects:
      – SubjectFull: Oral Language
        Type: general
      – SubjectFull: Communication Skills
        Type: general
      – SubjectFull: Rating Scales
        Type: general
      – SubjectFull: Second Languages
        Type: general
      – SubjectFull: Language Usage
        Type: general
      – SubjectFull: Employees
        Type: general
      – SubjectFull: Language Proficiency
        Type: general
      – SubjectFull: Business Communication
        Type: general
      – SubjectFull: Service Occupations
        Type: general
      – SubjectFull: Employee Attitudes
        Type: general
      – SubjectFull: Reliability
        Type: general
      – SubjectFull: Merchandise Information
        Type: general
      – SubjectFull: Second Language Learning
        Type: general
      – SubjectFull: Profiles
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      – TitleFull: Impact of Customer Communication Willingness and Employee Oral Communication on Language Skills Development: Moderated by Brand Relationship Quality and Customer Retention
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            NameFull: Waleed Abdulrahman Alawad
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              Type: published
              Y: 2025
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