Pragmatic Functions of Move Structures in Online Chinese Hotel Complaint Responses

Abstract

The paper employs genre analysis to investigate the pragmatic functions of complaint responses of five-star hotels in China. The study first summarizes the move structures of complaint responses at the macro level and then explores the realization process of the main moves on the communicative purpose. Based on previous studies and data analysis, there are four moves and fourteen sub-moves in complaint responses. Grounding the theoretical framework of rapport management, the study identifies the relation-oriented, task-oriented, and promotion-oriented functions of moves in Chinese hotel complaint responses. Besides, this paper compares the differences between various functions to summarize the response strategies suitable for Chinese hotels. Overall, the present study sets up a more comprehensive move framework of online business complaint responses, which can help to strengthen the interpretation of consumer complaints and provide references for enhancing customer satisfaction and maintaining a harmonious relationship with customers.