The choice of languages forwebsite of organizations in case ofmultilingual customers
Date
2017
Authors
Journal Title
Journal ISSN
Volume Title
Publisher
Lviv Politechnic Publishing House
Abstract
The paper describes the changes of
potential customers' language priorities in multilingual
societies at the example of Ukraine. The case of Ukraine
is interesting because of sharp changes in customers'
attitude to other countries. It makes huge influence on
customer behavior while buying goods: customers pay
much more attention on the country of product origin.
That is why the hypothesis of the article was that such
changes in attitude to products produced in certain
countries also connected with changes in attitude to
languages of these countries and that companies should
take into account these changes in their internetmarketing.
To check this hypothesis the survey to
identify business attitude to this question on the example
of websites of Ukrainian bank sector was made. This
economic sector is the most vulnerable to customer
loyalty. Research showed that Ukrainian language is the
prior to satisfy potential clients, and Russian language is
needed to avoid the incomprehension of Russian
speaking population.
Description
Keywords
internet-marketing, search engine optimization, multilingualism, customer behavior, banks
Citation
Ugolkov I. The choice of languages forwebsite of organizations in case ofmultilingual customers / I. Ugolkov, O. Karyy // Economics, Entrepreneurship, Management. — Lviv : Lviv Politechnic Publishing House, 2017. — Vol 4. — No 2. — P. 37–44.