#3621. A unique blend of interpersonal and transactional strategies in English email responses to customer complaints in a B2C setting: A move analysis

October 2026publication date
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Journal’s subject area:
Management
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Abstract:
Although many studies have conducted a move analysis of customer service genres (e.g., responses to online negative reviews), no previous study has investigated the discourse structure of organizational email responses to customer complaints in a business-to-consumer context. To achieve these two goals, we used an authentic data set of 150 English email responses to customer complaints from companies active. The submoves that are prototypical for this sample are (a) the typical submoves: Greeting, Gratitude, Conclusion, and Sign-off/Signature and (b) the conventional submoves: Apology and Explanation. We recommend customer service agents to use both transactional and interpersonal strategies in company–customer interactions and to avoid standardized, vague, and impersonal realizations of interpersonal moves.
Keywords:
Business-to-consumer; Complaint response; Email communication; Genre analysis; Move analysis; Service recovery

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