Use of English Language by Dining and Café Servers

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Table of Contents

Introduction
Research Methodology
Research Findings and Analysis
Conclusion
References

Introduction

Customer behavior is an essential element in the development of dynamic competency features. Globalization intensified movement across nations and the exchange of cultural values. One critical factor that profoundly impacts language utilization within various countries is the age difference. Researchers argue that the communication barrier leads to weak economic growth and development. It is the responsibility of distinct entities to establish measures advocating for optimal accrual of benefits. Notably, integrating dynamic elements that address hindering foundations on social interactions emerges as a competitive advantage for distinct organizations locally and internationally. Different Saudi Arabians perceive the use of first and second languages as an aspect that affects quality standards of operation. This study aims at assessing the influence of age group differences concerning the utilization of English among Saudi Arabians in dining and café settings.

Statement of the Problem

Customer service experience relies on the interaction between clients, dining, and café servers. In this case, communication is a steering force in developing competitive advantages. On the one hand, understanding consumer needs is an empowerment insight within organizations. On the other hand, workers play a crucial role as the primary asset in the company. Therefore, institutions’ responsibility is to incorporate measures attributing to optimal performance among laborers, such as fluency in distinct national and global linguistics. Saudi Arabians from different age groups demonstrate a variate level in expertise attributed to the English dialect. It is crucial to identify the key outliers inducing optimal barriers during the contact between hospitality laborers and purchasers.

Research Objectives

To assess literacy level across the Saudi Arabian population.
To evaluate the significance of the English language in Saudi Arabia’s school curriculum.
To analyse English proficiency among dining and café servers in Saudi Arabia.
To determine the impact of age difference on English proficiency amid Saudi Arabian clientele.
To assess the effect of first and second language utilization on customer service experience in Saudi Arabia.
To establish an action plan to solve the English fluency challenge between dining and café servers and Saudi Arabian consumers.

Research Questions

Is the usage of English by dining and cafes servers received positively among different age groups in Saudi Arabia?
Is Age a statically significant factor in deciding the reaction of Saudi Arabian customers towards the usage of the English language by dining and cafes servers?

Significance of the Study

The study fosters the derivation of crucial insights concerning interdependence between hospitality employees’ expertise and the nature of customer service experience. It is the responsibility of distinct entities to elevate the interaction among parties in the industry to boost operations standards. Apart from intensifying business operations through technological advancements, globalization rendered the optimal movement amid individuals across nations. The significant outlier to boost interaction among personalities is enhancing workers’ professionalism while prioritizing influential first or second language frameworks. This research fosters the expansion of academic knowledge concerning the core issue of the mainframe.

Impact of English Learning among Saudi Arabians

One of the prominent factors that significantly influence customer service experience is the quality of interaction among the distinct parties. Research by Tausif and Haque (2019) establishes that majority of Saudi Arabians appreciate the use of the first language during communication, especially amid adults from thirty-five years and above. There is proficient competition in the hospitality industry cause of the subjective determination of operational standards. Insufficient expertise between laborers compromises the buyer’s rating concerning professionalism within a particular establishment. As a result, assessing the age difference among consumers concerning the utilization of English language mid-Saudi Arabians fosters derivation of insights inferred to the profound aspect of employees’ engagement.

Globalization triggered significant migration of people from one region to another, rendering the profound aspect of intersecting communication strategies. On the one hand, the movement prompted the incorporation of distinct approaches to elevate interaction among foreigners and local residents. On the other hand, diversification, and internationalization of certain languages are attributed to the profound essence of business competence, especially in the hospitality industry. One of the challenges engulfed information exchange between employees and clients in dining cafes in Saudi Arabia. In research, the author indicates that it is easier for an individual to learn a foreign language in the early years and score high marks (Gadelrab & Ekiz, 2019). It is important to boost expertise among workers to elevate the trickle-down effect upon the interactive platform and provide a competent service experience among Saudi Arabians.

Importance of Communication in Saudi Arabia’s Hospitality Industry

Communication is a vital element within the hospitality industry due to the prominent exchange of information concerning personal preferences to intensify operational standards. Alalmai and Aarif (2019) indicate that excellent insights foster effective decision-making cause of proficiency in articulating necessary values. In Alalmai and Aarif’s (2019) research, the prominent factor in establishing concerning hospitality involves convenience during the interaction between employees and clients. In this case, a significant percentage of respondents indicated that using a new language proved difficult since it prompted the incorporation of pragmatics. The lack of semiotics risked misunderstanding that leads to poor customer experience in a dining restaurant. Alalmai and Aarif (2019) postulate that key initiative advocating for correspondence entails additional efforts, such as paraphrasing words to a customer to enhance mutual agreement based on customized service and products. Productivity in the sector engulfs the intersection of laborers’ value on improving client satisfaction through the conveniently developed rapport with the entities.

Quality service in the hospitality industry is a multidimensional phenomenon that entails the articulation of distinct factors of production. In a study by Qarashia (2018), there is an interdependent relationship between workers’ proficiency and accomplishing clients’ demands. In this case, Qarashia (2018) indicates that it is the responsibility of key stakeholders in the Saudi Arabian market to advocate using a second language, namely English, to enhance prominence in experience and competence. Domestic tourism is an essential factor that significantly contributes to revenue generation. Therefore, Qarashia (2018) postulates that the core competence promotes sustainable operations while ensuring the optimal utilization of local cultural constructs. The dining cafes’ main goal involves the determination of the vital essence of equality and the importance of integrating strategic management frameworks. An excellent example engulfs the intersection of workers’ expertise and exploitation of key phenomenal mainframes concerning advanced entities.

Consumer behavior is a multidimensional phenomenon that proficiently influences business competence and productivity within a marketplace. In a study by Gokhale, Mishra, and Veluchamy (2021), the researchers focus on assessing the significant factors that influence the purchasing decision among the clientele of luxurious cars. It is an initiative that enhances the restructuring of marketing strategies. The establishment of competitive advantages fostered the intensification in acquiring significant market share. The main economic issues within the mainframe enshrine pricing, social spectrum, style, performance index, fuel optimization, brand, space, and safety that influence patronage. Primarily, the concept of buyers’ intention is a framework encompassing an interplay of distinct entities to steer satisfaction.

Predominantly, consumer behavioral study is a multidimensional phenomenon that involves the coordinative efforts between entrepreneurs and customers. In this case, companies focus on restructuring the marketing initiatives such as branding to enhance the recognition and the alteration of purchasing decisions (Hesham et al., 2021). Different factors such as sustainable financing and the advent of the Coronavirus pandemic posed an imminent impact on the living quotient and spending among the personnel. According to Gokhale et al. (2021), the clients’ purchasing decision depends on the pricing and income of their counterparts. As a result, it is the responsibility of the management team to identify the needs and wants of the consumers to elevate the satisfactory essence of the involved parties.

The competence of an organization depends on the effective monitoring and control of progressing professional activities. The dynamic business operations that enhance competitive advantage engulf planning, analysis, implementation, and management. On the one hand, the structural approach in brand positioning gears the development of competitive advantages at the organization (Ansari, 2019). On the other hand, an unstructured aspect involves a lack of definitive business goals and objectives. Over the decades, globalization fostered the intensification of business competition. Therefore, the absence of concise enterprise objectives limits a company’s efficient service delivery (Alomari et al., 2020). In this case, the disparate approach poses a challenge in boosting the firm’s competence than a structured approach in trademarking (Nguyen, 2019). Apart from establishing a corporation’s identity, brand marketing initiatives render a definitive solution to utilizing the strategic management of an organization.

Skills and capacity development is an approach embedded with a strategic management plan that significantly impacts the performance of an organization. The primary asset of a company is the workers hence the importance of integrating values and expertise (Hesham et al., 2021). Researchers establish a seven-step procedure that enhances an organization’s performance under the spectral view of tactical framework ideology (Kamara et al., 2017). The first phase engulfs understanding the importance of the prudent mainframe. It is crucial to establish the purpose of a disposition to integrate dynamic stakeholders during the implementation process optimally. The second maneuver is the setting of objectives (Mitra et al., 2018). The aspect significantly contributes to the new behavioral response by the participants due to the articulate guideline to sustain the progressive change in the enterprise. Different institutions uphold distinct concepts during operations and practice. As a result, the advancement of the rationales provides an insight among laborers and the administrative team regarding the shrewd animus.

The distinction between consumer behavior and language use among Saudi Arabians contributes to proficiency in the service experience. As a vulnerable entity, it is crucial to indicate vital aspects of promoting the intersection of communication strategies. In the study by Alrasheed et al. (2021), young Saudi Arabians appreciate using the English language in restaurants, but older adults highly regard optimal experience based on exposure to local cultural constructs, including the Arabian dialect, during engagement with employees in dining cafes.

Research Methodology

This study seeks to assess the distinct variables that impact customer service experience, mainly linguistics, across the Saudi Arabia marketplace. It is crucial to indicate the essential strategic management initiatives elevating performance outliers within organizations. On the one hand, the research derives insights concerning the effect of workers’ expertise on purchasers’ perception of products and travail. On the other hand, the scrutiny renders proficiency in articulating profound interdependence between a company’s performance and the intersectionality of local cultural practices.

Research Design

Research design is a systematic plan enabling the exploration of dynamic issues affecting Saudi Arabia’s business competence. The researcher will integrate quantitative and qualitative analysis to determine the interdependent relationship between distinct variables. Apart from assessing the conceptual framework, the researcher will utilize descriptive statistics to interpret derived results. The intersection of aspects in the evaluation renders proficiency in justifying the mainframe in the study.

The researcher will collect data from Saudi Arabia residents, mainly Riyadh as the country’s capital city. Riyadh attracts visitors from distinct regions, focusing on the market segment to optimally gather information. The population in Riyadh marks 7.6 million, while the study’s target market includes stakeholders in the hospitality industry (Tausif & Haque, 2019). In this case, the sample size enshrines 100 respondents representative of hospitality management, employees, community members, and visitors.

Data Collection Methods and Tools

Data will be collected through the distribution of questionnaires and conducting interview sessions. The researcher will develop strata within Riyadh city of Saudi Arabia then randomly select the regions to gather details. The approach fosters the alleviation of bias during the analysis of insights. Further, the researcher conducts a pilot study from a stratum not selected to affirm the element’s efficiency. The researcher will schedule interview sessions with executive teams and government entities to attain responses based on the effect of English on the hospitality industry.

Data Analysis

The researcher will use quantitative and qualitative data analysis collected using questionnaires. However, the researcher will utilize descriptive statistics assessment to interpret responses from interview sessions. The analytical tools to exploit are SPSS and the ANOVA tables to evaluate interdependent relationships among dynamic variables. The coherent spectrum in the exercise fosters proficiency in the determination of findings.

Data Presentation

The data will be analyzed using SPSS and descriptive statistics to assess the interdependence among distinct variables. The researcher will use graphical and table presentations to evaluate the comparison of objective entities. The approach boosts understanding regarding the nature of coherence. Discussion of respondents’ perspectives attributes to the affirmation of conceptual framework through the distinction of secondary and primary insights. It is vital to indicate the prominent multidimensional phenomenon in Saudi Arabia.

Ethical Consideration

The ethics of carrying out this research will be highly considered through various means. To ensure ethics to the literature of other authors, articles, books, and journals, the researcher has documented the references as part of the appendix. Before collecting primary data, the researcher will collect a letter of approval to collect the data courtesy of the university. In the field, the researcher will ensure that the structured questionnaires allow for the respondents’ confidentiality through signings and filling in personal details. Moreover, the questionnaires will be structured so that the Age is to be filled to acknowledge that there was total age differential and gender consideration.

Research Findings and Analysis

The data collected from the respondents indicate prominent insights concerning influence of English language among Saudi Arabians in a restaurant. A significant percentage of females agreed that they have used English language in a Saudi Arabian restaurant more than males. However, at least 87% of the women disagree that using English by the staff shows elegance in service provision and experience while 76% of men agree to the association between grandeur and optimal customer satisfaction. Females between the age of fifteen and twenty-five agreed that lack of proficiency in Arabic language among non-Arabic employees in the restaurant pose negative effect to conversance among consumers in the Saudi Arabian cafes.

Majority of fifteen- and twenty-five years old female respondents’ consent that using non-Arabic language negatively attributes to poor exposure and a threat to Arabic identity during the purchasing endeavour. There was a mixed reaction among the counterparts concerning prominent factor being embarrassed to communicate in English. At least 79% of females argued against English as a preferred form of exchanging information in a Saudi Arabian diner while 87% preferred English language without feeling ashamed or threatened to losing the Arabic cultural persona. 90% of the respondents both males and females assent that the workers must be taught proficient Arabic tongue for better service delivery quotient disparate from the appeal for customer satisfaction among foreign consumers.

Primarily, the findings pose an effective insight concerning the use of English language in Saudi Arabian restaurants hence the redefinition of organizational competence. The competence of an organization depends on the effective monitoring and control of progressing professional activities. The dynamic business operations that enhance competitive advantage engulf planning, analysis, implementation, and management. On the one hand, the structural approach in brand positioning gears the development of competitive advantages at the organization (Ansari, 2019). On the other hand, an unstructured aspect involves a lack of definitive business goals and objectives. Therefore, the absence of concise enterprise objectives limits a company’s efficient service delivery (Alomari et al., 2020). In this case, the disparate approach poses a challenge in boosting the firm’s competence than a structured approach in trademarking (Nguyen, 2019). During the survey, the respondents that using English language threatens the café’s reputation due to lack of connection to Arabian cultural practice, mainly Arabian tongue. Apart from establishing a corporation’s identity, brand marketing initiatives render a definitive solution to utilizing the strategic management of an organization. Customer’s perception and attitude regarding English language threaten the ideological marketability.

Conclusion

The consumer market evolved based on proficiency in the flow of information. Therefore, individuals appreciate high purchasing value relative to the service experience. The major outlier for customers encompasses addressing prominent factors regarding the emergence of the global village. The major indicators of competitive advantages for dining centers include strategy, menu, staffing, and marketing. Under the spectral view of strategy, the researchers indicate that it is the responsibility of investors to facilitate the advancement of expertise among workers. However, the vital initiative relies on proficiency in communicating Saudi Arabian local language. As the primary and national dialect, the Saudi Arabian dialect enhances positive reviews from clients’ cause of appreciation of the domestic cultural practices.

References

Alalmai, A. A., & Aarif, M. (2019). Importance of effective business communication for promoting and developing hospitality industry in Saudi Arabia a case study of Gizan (Jazan). International Journal of Trend in Scientific Research and Development. 4(1), 27-31.

Alomari, K. M., Maqableh, A. N. Y., Salah, A. A., Alshaketheep, K. M. I., & abu Jray, A. A. (2020). Impact of halal digital marketing on consumer behavior: Jordan’s perspective. International Journal of Economics & Business Administration (IJEBA), 8(Special 1), 202-215.

Alrasheed, A., Connerton, P., Alshammari, G., & Connerton, I. (2021). Cohort study on the food safety knowledge among food services employees in Saudi Arabia state Hospitals. Journal of King Saud University-Science, 101500.

Ansari, Z. A. (2019). Measuring online consumer behavior: Scale development & validation.Journal of Business and Retail Management Research, 13(3), 222-230

Gadelrab, R., & Ekiz, E. (2019). An investigation of key success factors for restaurant operations in Saudi Arabia. Journal of Tourism, Heritage & Services Marketing, 5(2), 27-35.

Gokhale, A., Mishra, A., & Veluchamy, D. R. (2021). Factors influencing purchase decision and consumer behavior in luxury cars.Dogo Rangsang Research Journal, 11(7), 176-185

Hesham, F., Riadh, H., & Sihem, N. K. (2021). What have we learned about the effects of the COVID-19 pandemic on consumer behavior? Sustainability, 13(8), 4304.

Kamara, R. D., Leonard, S., & Haines, R. (2017). Enhancing the capabilities of municipalities for local economic development through skills training. Web.

Mitra, A., O’Regan, N., & Sarpong, D. (2018). Cloud resource adaptation: A resource based perspective on value creation for corporate growth. Technological Forecasting and Social Change, 130, 28-38.

Nguyen, V.Q.A. (2019). Digital marketing plan for an international event. Case: Guinness Sauna event (Unpublished doctoral dissertation). University of Applied Sciences.

Qarashia, Y. A. (2018). Service experience & expectations of Saudi Arabia domestic tourists in the lodging sector. Rochester Institute of Technology.

Tausif, M. R., & Haque, M. I. (2019). Changing market scenario of automobile sector in Saudi Arabia.International Journal of Innovative Technology and Exploring Engineering, 8(9), 1-8.

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