Linguistic racism is faced by non-native customers due to their different language style when they go through the service exchange process. Despite its prevalence and importance, there is a dearth of research about linguistic racism in the marketing literature, especially from consumers' perspectives. This dissertation thus aims to address this gap by focusing on consumers' cognitive and affective responses as a result to their linguistic racism experiences when they interact with service employees (native speakers) from the host country. Toward this goal, first (Essay 1), a qualitative study is performed to anchor the dissertation in the customers' real-life experiences and to help identify key associated themes which are further empirically examined (Essay 2 & 3) in this three-essay format dissertation. Essay 2 empirically investigates if the identity assignment through ones' language style makes customers feel stigmatized and influence their psychological well-being. In addition, how these experiences subsequently influence their inclination to use technology-mediated interfaces. Similarly, the main objective of Essay 3 was to employ a sociological perspective to examine the impact of language-based chronic social exclusion on non-native customers' psychological and behavioral responses in the marketplace. Moreover, their intention to pay higher tip as a refocusing strategy when these customers …