网络差评回复中的身份建构及和谐关系管理

Identity Construction and Rapport Management in Online Responses to Negative Reviews

网络语境下,面对顾客的投诉与差评,商家需巧妙运用话语策略以建构恰当身份,进而修复商业形象并管理顾客关系。本研究以智行app中酒店针对顾客差评的在线回复为语料,基于人际关系管理理论,探讨其如何建构不同身份并实现和谐关系管理。研究发现,酒店的身份建构体现在前、中、后3个回复话步中。在起始与结束话步,主要通过问候、感谢等言语行为建立与顾客的关系身份;中间话步则通过解释、承诺、陈述等言语行为建构多种积极商家身份。同时,酒店通过身份建构来管理与顾客之间的关系,具体而言,通过支持顾客面子和交际目标以及顾客社交权利与义务来实现关系修复。本研究希望对商家在网络差评回复中建构适宜身份实现和谐关系管理带来启示。

Facing customers'complaints and negative reviews in online context,managements employ a variety of linguistic strategies and linguistic ways to construct specific identities,thereby preserving their business image and fostering customer relationships.This study uses the hotel's online responses to customers'negative reviews in Zhixing App as data,delving into the mechanisms by which hotels construct identities and manage rapport through the lens of Rapport Management Theory.The study finds that hotels'identity construction is embodied in the opening,middle and closing moves of responses.In the opening and closing moves,hotels establish the specific relationship identities with customers through the speech acts of greeting,thanking and so on,and in the middle moves,they construct different positive managements identities by ways of explaining,promising,and stating.Furthermore,hotels utilize identity construction as a tool for relationship management.Specifically,they repair rapport by upholding the facets of customers'faces and interactional goals,as well as by reinforcing customers'social rights and obligations.This study intends to shed light on the construction of appropriate identities for merchants to achieve harmonious relationship management with customers in online responses to negative reviews.