Rethinking language fluency: The role of mindset and authenticity in how poor communication enhances service evaluations in hospitality settings

Language fluency is a critical factor in shaping service evaluations, yet its impact may vary depending on customer perceptions and cognitive tendencies. This research examines how mindset theory and perceived authenticity influence customer evaluations of service providers with poor (vs. fluent) language responses. Across four experimental studies, we demonstrate that customers with a growth mindset are more likely to interpret a non-fluent response positively, particularly when authenticity cues (e.g., cultural background, expertise) are present. In contrast, fixed-mindset customers evaluate non-fluency more negatively. These findings contribute to consumer psychology and service management by highlighting the psychological mechanisms that shape language perceptions. Practically, this study offers insights for businesses in multicultural environments, emphasizing context-sensitive communication strategies to enhance customer satisfaction and perceived authenticity. • Language fluency influences service evaluations, moderated by customer mindset and perceived authenticity. • Growth-minded customers view non-fluent service more favorably when authenticity is evident. • Fixed-mindset customers react negatively to non-fluency, regardless of context. • Results highlight mindset’s role in service perception and communication strategy.