回复“差评”的客服修辞之道

A rhetorical way for customer service to respond to“negative feedback”

论文选取“京东电器”商家客服成功应对差评的回复实例,分析三类典型回复话语主要遵循的修辞原则和修辞策略。分析表明,客服“差评”回复话语主要应遵循尊重原则与诚信原则,把握不同话语内容的修辞规律,以维护商家和品牌形象,改善消费者心理,吸引潜在消费者继续购买。

This paper selects the response examples of customer service of“Jingdong Electrical Appliances”,successfully dealing with negative feedback,and analyzes the rhetorical principles and strategies that three typical response discourses mainly follow.The analysis shows that the customer service reply discourse mainly follows the principles of respect and integrity,and grasps the rhetoric rules of different discourse content,so as to maintain the image of merchants and brands,improve consumer psychology,and attract potential consumers to continue shopping.