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.
NETL
NSTL
万方数据
