INTRODUCTION
RATIONALE
The growth of tourism has significantly boosted the hospitality industry's popularity, making customer reviews on online platforms increasingly vital With the rise of the internet, consumers now have a greater influence on hospitality businesses, as they often seek out feedback from others to minimize uncertainty and mitigate potential risks before making purchasing decisions.
Negative reviews can significantly impact a business's reputation, especially if customer complaints are not addressed effectively According to a survey by Keaveney (1995), dissatisfied customers in service industries often switch to competitors, which can lead to reduced profits and potential boycotts To maintain customer loyalty and demonstrate goodwill, hospitality businesses must adeptly manage online negative reviews Responding to such feedback is crucial, as it plays a vital role in resolving customer dissatisfaction Therefore, it is essential for hospitality businesses to craft appropriate responses to complaints, as exceptional customer service is key to achieving success in today's competitive market.
Recent research has predominantly focused on the positive aspects of feedback in the hospitality industry (Behnam & Amizadeh, 2011; Golato, 2003; Phoocharoensil, 2012), leaving a gap in the exploration of linguistic features in English responses to negative customer feedback Understanding these linguistic elements is essential, as they provide valuable insights for learners and researchers interested in the hospitality sector Therefore, this study aims to investigate the responses of hospitality businesses to negative customer feedback, highlighting the significance of this area of research.
“Pragmatic Features in English responses by hospitality businesses to negative feedback of customers.”
AIMS AND OBJECTIVES
This study analyzes the pragmatic features in English responses from hospitality businesses to customer negative feedback, aiming to enhance their effectiveness in addressing issues and improving customer retention The findings will be valuable for hospitality professionals and tourism students aspiring to enter the industry.
The study is intended to:
- Identify pragmatic features of English responses by hospitality businesses to negative feedback of customers
- Find out some suggestions for responses to negative feedback in the hospitality industry
- Present some implications to help the customer service in the hospitality industry or to reply more effectively to negative feedback of customers.
RESEARCH SCOPE
This study examines the linguistic and pragmatic features of English responses to customer negative feedback in the hospitality industry By applying Leech’s principles of pragmatics and Brown & Levinson’s politeness theory, it aims to identify key pragmatic elements in these responses, enhancing understanding of effective communication in the sector.
RESEARCH QUESTIONS
- What are the pragmatic features of English responses by hospitality businesses to negative feedback of customers?
LITERATURE REVIEW AND THEORETICAL BACKGROUND
Research highlights the significance of feedback in educational settings, with Hattie & Timperley (2007) identifying it as a crucial factor influencing student learning They propose four levels of feedback—task, processing, regulatory, and self—with process-level feedback being the most effective in enhancing student performance In the realm of pragmatics, Duan (2011) found that Chinese EFL learners struggle with complimenting others in English despite high entrance scores, due to limited familiarity with the language and politeness strategies Similarly, Nguyen (2011) explored English and Vietnamese responses to compliments, examining their syntactic and pragmatic elements In contrast, Dinỗer & Alrawadieh (2017) focused on negative online feedback in the hotel industry, revealing that guests aged 35 to 49 from the UK, USA, and UAE are more inclined to post negative reviews Additionally, Xie et al (2014) emphasized the importance of management responses to online consumer feedback, suggesting that such interactions significantly influence hotel performance and should be leveraged to enhance the hospitality sector.
In spite of copious studies related to feedback and compliment responses, there has been little profound research on English responses to negative feedback regarding
11 linguistic features, especially pragmatic features Therefore, this present study aims at investigating “Pragmatic features in English responses to negative feedback of customers in hospitality.”
2.2.1 Overview of responses to online negative feedback
Complaints are defined as explicit expressions of dissatisfaction (Crie, 2003, as cited in Drewery, 2013) and involve individuals communicating negative feedback about a product or service to either the company or a third party (Jacoby & Jaccard, 1981, as cited in Drewery, 2013) They often reflect a disparity between customer expectations and their actual experiences (Drewery, 2003).
In 2013, it was stated that complaining involves expressing dissatisfaction regarding a particular situation, with the implication that responsibility lies with a specific individual or organization.
According to the Oxford Advanced Learner’s Dictionary (2021), a response is defined as a spoken or written answer or a reaction to events or statements Lewis and McCann (2004) noted that service providers' actions in response to service failures often involve both psychological and tangible activities When hospitality organizations fail to meet customer expectations, it can lead to dissatisfaction and complaints Organizational responses encompass the behaviors firms exhibit in reaction to failures, blending perception and behavioral efforts (Cengiz et al., 2007) Ultimately, responding to negative customer feedback demonstrates regret for mistakes and aims to resolve issues between customers and organizations, thereby fostering customer relationships and enhancing retention.
Pragmatics, as outlined in Leech's "Principles of Pragmatics" (1983), focuses on the meaning of language within specific speech contexts, emphasizing that meaning is determined by the speaker or language user.
Pragmatics, as defined by Patrick Griffiths (2006), is a fundamental branch of linguistics that focuses on the inferences we can draw from spoken or written communication A reader's ability to grasp the underlying meanings of words indicates that the writer has effectively utilized pragmatic elements to convey their message.
Researchers Locher and Graham (2010) suggest that pragmatics highlights how individuals can draw different conclusions from the same context, influenced by their unique perceptions This indicates that comprehending a language and articulating it clearly to others can be challenging Unlike syntax, semantics, or morphology, pragmatics emphasizes understanding the implied meanings and underlying messages in communication.
Research has shown a significant link between politeness and pragmatics, highlighting the social practices that influence individual language use Kádár (2007) emphasizes that understanding politeness offers valuable insights into these social dynamics, underscoring its importance in linguistic studies.
In fact, politeness acts as an indispensable part of human communication as
Politeness plays a crucial role in both written and spoken language, significantly impacting interpersonal relationships, especially in the hospitality industry According to Brown and Levinson (1987), effective responses to negative customer feedback are essential for problem resolution, maintaining strong business-customer relationships, and safeguarding a company's reputation Their politeness theory emphasizes the concept of 'face,' which pertains to an individual's social identity and the importance of preserving it in communication.
Self-esteem plays a crucial role in communication, and effective politeness strategies can enhance interpersonal interactions Brown and Levison (1987) identified three politeness strategies: positive politeness, which fosters solidarity; negative politeness, which demonstrates restraint; and off-record politeness, which avoids direct impositions They emphasized that the choice of strategy is influenced by social factors, particularly the relationship between the speaker and the listener, as well as the potential offensiveness of the message Additionally, Leech (1983) introduced the Politeness Principle, underscoring the significance of politeness in human connections Adhering to this principle can lead to more tactful expressions, while violations may result in misunderstandings and negative impressions.
This study explores the relationship between pragmatic features and politeness strategies, drawing on the theories of Brown & Levinson (1987) and Leech (1983) It aims to illustrate how English responses to customer negative feedback utilize these politeness strategies, highlighting the appropriate approaches to take Additionally, Brown & Levinson (1987) reference Leech’s (1983) politeness principle, further emphasizing the significance of these strategies in effective communication.
The intricate relationship between morphosyntactic choices and their reflection of varying semantic structures leads to contrastive implicatures, highlighting the complexity of this interaction This area is expected to be a significant focus in future linguistic pragmatics research, which will enhance our understanding of how politeness is linguistically expressed.
The authors emphasized the importance of politeness in linguistic pragmatics, acknowledging that despite Leech's (1983) contributions, further research in this area is essential Their work on politeness strategies aims to address the gaps in Leech's framework, offering valuable insights for future studies.
2.2.2.1 Brown and Levinson’s theory of politeness
Politeness is a global concern that varies significantly across cultures and countries This variability has become a central focus in fields such as sociolinguistics and pragmatics, highlighting the importance of understanding cultural differences in communication.
14 linguistics, social psychology, conversation analysis and anthropology (Brown and Levison, 1987, p 2) Jabir (2014) asserted:
Politeness primarily serves to prevent conflicts among participants in a conversation, particularly between the speaker and the hearer, while showing consideration for a third party is less critical Consequently, there is a common inclination to emphasize agreement and downplay disagreement in interactions.
LITERATURE REVIEW AND THEORETICAL BACKGROUND
LITERATURE REVIEW
Research highlights the significance of feedback in educational settings, with Hattie & Timperley (2007) identifying it as a key factor influencing student learning They categorize feedback into four levels—task, processing, regulatory, and self—with processing-level feedback being the most effective for enhancing student performance In the realm of pragmatics, Duan (2011) found that Chinese EFL learners, despite high entrance scores, struggle with complimenting others in English due to limited exposure and knowledge of politeness strategies Similarly, Nguyen (2011) examined English and Vietnamese responses to compliments, focusing on their syntactic and pragmatic features In contrast, Dinỗer & Alrawadieh (2017) explored negative online feedback in the hotel industry, revealing that guests aged 35 to 49 from the UK, US, and UAE are more prone to posting negative reviews Xie et al (2014) further emphasized the importance of online consumer feedback and management responses, demonstrating their significant impact on hotel performance and recommending that hotels leverage this feedback to enhance their services.
In spite of copious studies related to feedback and compliment responses, there has been little profound research on English responses to negative feedback regarding
11 linguistic features, especially pragmatic features Therefore, this present study aims at investigating “Pragmatic features in English responses to negative feedback of customers in hospitality.”
THEORETICAL BACKGROUND
2.2.1 Overview of responses to online negative feedback
Complaints are defined as explicit expressions of dissatisfaction, as noted by Crie (2003, cited in Drewery, 2013) Jacoby and Jaccard (1981, cited in Drewery, 2013) describe complaints as actions taken by individuals to communicate negativity about a product or service to either the provider or a third party Drewery (2003) emphasizes that complaints arise from a comparison between expected and perceived experiences.
In 2013, it was stated that complaining involves expressing dissatisfaction regarding a particular situation, with the implication that responsibility for this discontent can be assigned to a specific individual or organization.
According to the Oxford Advanced Learner’s Dictionary (2021), a response is defined as a spoken or written answer or a reaction to something that has occurred Lewis and McCann (2004) highlight that service providers' actions in response to service failures involve both psychological and tangible activities When hospitality organizations fail to meet customer expectations, it can result in dissatisfaction and subsequent complaints Organizational responses encompass the behaviors firms exhibit in reaction to failures, integrating perception and behavioral efforts (Cengiz et al., 2007) Ultimately, responding to negative customer feedback serves to express regret for mistakes and aims to resolve issues between customers and organizations, thereby enhancing customer relationships and improving retention.
Pragmatics, as outlined in Leech's "Principles of Pragmatics" (1983), focuses on how meaning is influenced by the context of speech situations In this field, meaning is understood in relation to the speaker or user of the language.
Pragmatics, as defined by Patrick Griffiths (2006), is a crucial branch of linguistics that focuses on the inferences we can draw from spoken or written communication When a reader comprehends the underlying meanings within a text, it indicates that the writer has effectively utilized pragmatic elements to convey their message.
Researchers Locher and Graham (2010) highlighted that pragmatics leads to varied interpretations of the same context, as individuals perceive ideas differently based on their personal experiences This complexity makes it challenging to not only comprehend a language but also to convey its meaning clearly to others Unlike syntax, semantics, or morphology, pragmatics emphasizes the importance of understanding the implied meanings and underlying messages in communication.
Politeness and pragmatics are intrinsically linked, a relationship that has garnered significant attention from researchers Kádár (2007) emphasized that studying politeness offers valuable insights into the social practices influencing individual language use.
In fact, politeness acts as an indispensable part of human communication as
Politeness is a crucial element in both written and spoken language, significantly impacting interpersonal relationships (Brown & Levinson, 1987) In the hospitality industry, responding to negative customer feedback effectively is essential for problem resolution and maintaining strong relationships with customers, ultimately safeguarding the business's reputation Brown and Levinson's politeness theory emphasizes the concept of 'face,' which pertains to an individual's self-esteem and social standing, highlighting its relevance in customer interactions.
Self-esteem is closely linked to the use of politeness strategies, which include positive politeness (expressing solidarity), negative politeness (demonstrating restraint), and off-record politeness (avoiding direct impositions) According to Brown and Levison (1987), the effectiveness of these strategies depends on social factors, particularly the relationship between the speaker and the listener, as well as the potential offensiveness of the message Additionally, Leech (1983) introduced the Politeness Principle, emphasizing that adherence to this principle enhances tactfulness in communication, while violations can lead to misunderstandings and negative impressions.
This study examines the relationship between pragmatic features and politeness strategies, drawing on the theories of Brown & Levinson (1987) and Leech (1983) It aims to analyze how English responses to customer negative feedback utilize these politeness strategies By illustrating the application of these strategies, the research highlights how responses to negative feedback can adhere to Leech’s politeness principle, as discussed by Brown & Levinson.
The relationship between morphosyntactic options and semantic structures is intricate, leading to contrastive implicatures This complexity is expected to be a significant area of future research in linguistic pragmatics, which will enhance our understanding of how politeness is linguistically expressed.
The authors emphasized the crucial role of politeness in linguistic pragmatics, acknowledging that despite Leech's (1983) contributions, further exploration in this area is essential Their research on politeness strategies aims to address the gaps identified in Leech's work, offering valuable insights for future studies.
2.2.2.1 Brown and Levinson’s theory of politeness
Politeness is a significant global concern that varies greatly across countries and cultures The study of politeness has become a central focus in fields such as sociolinguistics and pragmatics, highlighting its importance in understanding social interactions and communication.
14 linguistics, social psychology, conversation analysis and anthropology (Brown and Levison, 1987, p 2) Jabir (2014) asserted:
Politeness serves to prevent conflicts among participants in a conversation, primarily focusing on the relationship between the speaker and the hearer, while interactions involving a third party are less critical Consequently, individuals often emphasize agreement and downplay disagreements to maintain harmony in communication.
In Brown and Levinson’s politeness theory, the concept of 'face' is crucial, defined by Goffman as the positive public image individuals strive to establish in social interactions Brown and Levinson further conceptualized face as a self-image that individuals desire, emphasizing that it is emotionally invested and can be lost, maintained, or enhanced They assert that face requires constant attention during interactions, highlighting its significance in effective communication.
METHODS AND PROCEDURES
RESEARCH METHODOLOGY
With the intention of completing the set target, this study is conducted based on the hybrid of qualitative and quantitative methods:
- Qualitative method is used to describe and analyze the collected data
- Quantitative approach is applied to summarize the frequency of pragmatic features used in English responses by hospitality businesses to negative feedback of customers.
DATA COLLECTION
The research is predicated on a total of 150 samples of English responses by hospitality businesses to negative feedback of customers which are primarily collected from Tripadvisor.
DATA ANALYSIS
This study analyzes 150 English responses from hospitality businesses addressing negative customer feedback, employing both qualitative and quantitative methods The qualitative aspect identifies common pragmatic strategies utilized in these responses, while the quantitative aspect measures the frequency of these strategies The data analysis involves systematic steps to ensure comprehensive insights into how hospitality businesses communicate effectively in response to criticism.
Step 1: Collecting data of English responses by hospitality businesses to negative feedback of customers from the Tripadvisor platform
Step 2: Identifying and describing the pragmatic strategies used in English responses by hospitality businesses to negative feedback of customers.
DESCRIPTION OF SAMPLES
In the preparatory process to gather data for the study, the procedures to assemble data are conducted as follows:
First, several criteria are taken into consideration to choose the appropriate samples such as the number of samples, the length of texts, sources, types, dates, etc
After that, the number of qualified samples is 150 which assure the following characteristics:
- All English samples are written by the natives
- Each sample consists of at least 150 words
- All samples are from the top 50 hotels in the USA and are collected from Tripadvisor which is trustworthy
- All samples have been written recently, from 2007 till the present
Finally, pragmatic features of English responses by hospitality businesses to negative feedback of customers in the scope of the study are realized and analyzed.
VALIDITY AND RELIABILITY
A study of 150 English responses to negative customer feedback from hospitality businesses revealed that most replies were crafted by managers or CEOs of esteemed hotels, including The Berry Hills Hotel, Four Seasons Resort, and The Peninsula Chicago, highlighting the importance of leadership in addressing customer concerns effectively.
Regarding validity, all collected samples of English responses by hospitality businesses to negative feedback of customers meet all aforementioned criteria
In this study, all quotations are carefully sourced from the original English responses of hospitality businesses addressing customer negative feedback, ensuring accuracy and fidelity to the original materials.
PROCEDURES OF THE STUDY
- The selection of the topic is predicated on the literature review and theoretical background
- The collection of samples of English responses by hospitality businesses to negative feedback of customers is chosen from a variety of sources of information
- The way in which pragmatic strategies are used in English responses by hospitality businesses to negative feedback of customers is analyzed
- The findings of the study are discussed
Some implications for learning and teaching activities are proposed
FINDINGS AND DISCUSSIONS 4.1 THE PRAGMATIC STRATEGIES IN ENGLISH RESPONSES BY
HOSPITALITY BUSINESSES TO NEGATIVE FEEDBACK
4.1.1 Politeness Theory by Brown and Levinson
In their book "Politeness: Some Universals in Language Usage," Brown and Levinson categorize human politeness behaviors into four distinct types: bald on record, positive politeness, negative politeness, and off record.
150 collected samples mentioned above will be analyzed based on the corresponding strategies
To achieve highly efficient communication, the bald on record strategy is often employed This approach is considered the most face-threatening, as the speaker does not attempt to mitigate the potential impact on the listener's face Consequently, instances of bald on record communication are rarely observed in the English responses of hospitality businesses addressing negative customer feedback.
Positive politeness is applied when there is a need to respect the hearer’s face
It also indicates a sense of amiability between the speaker and the hearer a Exaggerate (interest, approval, sympathy with the hearer)
This strategy emphasizes the use of intonation, stress, and prosodic features, often enhanced by intensifying modifiers It involves the exaggerated and emphatic application of words, which can be further expressed through exclamatory particles.
Your feedback is greatly appreciated a it is only in this way that we can improve upon our shortcomings [4]
We do our absolute best during this period by planning as much as wecan in advance and add staff to attempt to deliver the highest level of service possible [21]
I am confident that we can find the perfect room for you to set the tone for a perfect stay, should you decide to stay with us again in the future [25]
The speaker demonstrates a strong focus on the hearer's interests, often enhancing their speech to maintain the hearer's positive face This approach includes making offers and promises that cater to the hearer's needs and preferences.
This strategy seeks to address the potential risks associated with certain Free Trade Agreements (FTAs) In this context, the writer can express collaboration with the reader by assisting them in achieving their goals This approach not only fulfills the writer's desire to maintain a positive image but also demonstrates their goodwill towards the reader.
If you choose to stay with us again, we will be happy to enhance your experience by adding personalized touches to ensure your room is as comfortable as possible.
I would ask that should you would consider returning to The Beverly Hills Hotel, please contact me directly so I may personally oversee your reservation
I will be contacting you directly to further discuss your stay [14]
The writer emphasizes collaboration with the reader by promising a more enriching experience, which is designed to capture the reader's interest and engagement.
This strategy involves the writer assuming that the reader shares similar ideas and interests, which may lead to overconfidence in expecting cooperation from the reader.
24 implicit commitment that the writer also wants to cooperate with the speaker or vice versa because it will be in their mutual shared interest For instance:
It’s my sincere hope that you will return so we can provide you with the exceptional experience that our guests have come to expect from us [14]
I trust we will have the opportunity to restore your confidence in the near future and I look forward to welcoming you back [41]
We look forward to re-creating enjoyable memories to our Hotel guests, and continue to value our relationships with our valued local community whenever we are able [48]
The writer implicitly emphasizes the importance of collaboration, suggesting that working together can significantly benefit both parties This partnership not only aids the business in regaining its reputation but also enhances the reader's experience with improved services By offering gifts such as goods, sympathy, understanding, and cooperation, the writer fosters a sense of mutual support and connection.
In this strategy, the writer wants to satisfy the reader’s positive-face want
In this context, "gift" encompasses both tangible and intangible elements that fulfill human relational desires, such as the need to be liked, admired, cared for, understood, and listened to.
Thank you very much for taking the time to share your feedback from the most recent experience at Acqualina [2]
We recognize that the perspective of our guests reveals missed opportunities, and we take your feedback seriously We are committed to working hard to enhance our current offerings.
I am terribly sorry for what transpired with your booking and I truly appreciate having had the opportunity to explain the details in our recent phone call [2]
It is conspicuous that the writer are giving intangible “gifts” to the hearer
Demonstrating empathy and care is essential in responding to complaints, as it reflects the writer's goodwill and consideration for the reader This approach not only fosters a positive relationship but also expresses a desire for future collaboration, highlighting the importance of reciprocity in effective communication.
This strategy is used to foster the cooperation between the the speaker and the hearer by giving evidence of reciprocal rights Thus the speaker may say,
The phrase "I'll do X for you if you do Y for me" allows the speaker to mitigate the impact of face-threatening acts, such as criticisms or complaints, by downplaying the notions of obligation and threat.
I would ask that should you consider returning to Hotel Bel-Air, please contact me directly so I may personally oversee your reservation [14]
Please reach out to me directly to share more about your recent experience I want to ensure that we address your concerns and enhance your satisfaction with your stay Your feedback is invaluable in helping us improve our service for future guests and maintain the high standards we strive to achieve.
Therefore, I welcome you to please contact us at jmccomb@trumphotels.com so that we may have the opportunity to investigate the room and make improvements [41]
The examples illustrate that the writer encourages readers to reach out to him or the appropriate contact, enabling the writer to provide valuable assistance tailored to the reader's needs.