A Pragmatic Strategy Study Of Business Feedback From The Perspective Of Relationship Management Theory

Online shopping feedback is a response made by online businesses to consumers' online negative Word-of-Mouth.The successful feedback has a deep influence on the brand image and consumers' subsequent purchase decisions.Based on Spencer Oatey's Rapport Management Theory,selecting 310 feedback from 31 clothing brands on Tmall,and 156 successful business feedback through the questionnaire survey are finalized.The purpose is to study the rapport management strategies(linguistic strategies of expressiveness and restraint)used by negative Word-of-Mouth feedback,the rapport management motivation(Face Management and Sociality Rights Management)and the specific language expressions(semantic components,direct / indirect,upgraders /downgraders)of the rapport management strategies.Firstly,it's found that there are seven language expressiveness strategies and three language restraint strategies which are most commonly used in the business feedback,and online businesses tend to use language expressiveness strategies to save the negative Word-of-Mouth of online shopping.The combination of linguistic strategies of expressiveness and restraint can be summarized as seven common modes of rapport management strategies.Secondly,the two kinds of rapport management strategies are different in rapport management motivations and semantic components,however,as for the direct / indirect language form,both of them tend to use the former.At the level of upgraders / downgraders,language expressiveness strategies tend to use downgraders,while language restraint strategies tend to use upgraders.This paper provides suggestions for online shopping businesses to use specific pragmatic strategies to improve the quality of feedback,reduce the negative effects induced by Word-of-Mouth and optimize the network business communication.