美国餐饮公司印象管理中商务道歉的语用学研究_.pdf

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ABSTRACT

Therestaurantindustryisoftenreproachedduetoissuessuchasfoodqualityorserviceattitude,

andcompaniesinsuchcrisistendtomaintaintheirpublicimpressionthroughapologizing.

Whilepriorresearchisabundantoncorporateapologiesandimpressionmanagement

respectively,scarceresearchhasinvestigatedtheirrelationship,particularlyintherestaurant

industrythatiscloselyrelatedtopeople’slifeaspreviousresearchfocusesmoreonother

industries.Basedonaself-builtcorpusof110corporateapologiesissuedbyAmerican

restaurantsanddrawinguponBlum-KulkaandOlshtain’s(1984)theoryofCCSARPandJones

andPittman’s(1982)taxonomyofimpressionmanagement,thepresentstudyinvestigatesthe

corporateapologycomponents,pragmaticstrategiesandimpressionmanagementtactics

employedbyAmericanrestaurantsthroughdiscourseanalysis,andspecificallyanalyzesthe

waythatcompaniesusedifferentapologycomponentsandpragmaticstrategiestorealize

certainkindsofimpressionmanagement.

Theresultsshowthat(1)fivemajorcomponentsareincludedinAmericanrestaurantsapologies.

1)Explanationoraccountofcauseisusedthemostfrequently,accountingfor91%inthedata,

andrestaurantcompaniesusuallyapologizeforserviceproblems,foodissues,onlinedisputes

andtechnicalerrors.2)Offerofrepair(83%),mainlyinvolvescorporateinternaladjustments

andcompensationforcustomers.3)TheuseofIFIDs(74%)ispresentedinfourtypes,i.e.,

apologize/apology,(be)sorry,regretandexcuse.4)Takingonresponsibility(67%)hasa

varietyofforms,includingindirectacknowledgement(35%),expressingself-deficiency(18%),

shiftingresponsibility(11%),denialoffault(6%)andexplicitself-blame(5%).5)Promiseof

forbearance(23%)istheleastusedcategoryinrestaurant

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