The Speech Act of Complaint in Sephora Website: A Cross Cultural Pragmatic Study on Online Customer’s Reviews (OCRs) of USA and Indonesian Customers

• Main Author: Nabila Myrrha Rahmawati, -
• Format: Theses and Dissertations NonPeerReviewed
• Language: English; English; English; English; English; English; English; English; English; Indonesian
• Published: 2021
• Subjects: HM621-656 Culture; P87-96 Communication. Mass media
• Online Access: http://repository.unair.ac.id/104485/1/1.%20HALAMAN%20JUDUL%20.pdf; http://repository.unair.ac.id/104485/2/2.%20ABSTRAK%20.pdf; http://repository.unair.ac.id/104485/3/3.%20DAFTAR%20ISI%20.pdf; http://repository.unair.ac.id/104485/4/4.%20CHAPTER%201%20INTRODUCTION%20.pdf; http://repository.unair.ac.id/104485/5/5.%20CHAPTER%20II%20LITERATURE%20REVIEW%20.pdf; http://repository.unair.ac.id/104485/6/6.%20CHAPTER%20III%20METHODOLOGY%20.pdf; http://repository.unair.ac.id/104485/7/7.%20CHAPTER%20IV%20RESULTS%20and%20DISCUSSIONS.pdf; http://repository.unair.ac.id/104485/8/8.%20CHAPTER%20V%20CONCLUSIONS%20.pdf; http://repository.unair.ac.id/104485/9/9.%20REFERENCESS%20.pdf; http://repository.unair.ac.id/104485/10/TIL.01-21-Surat%20Pernyataan%20Publikasi%20Nabila%20-%20Nabila%20Myrrha%20Rahmawati.pdf; http://repository.unair.ac.id/104485/; http://www.lib.unair.ac.id
• Institution: Universitas Airlangga

An online shopping system that is accessible to people all over the world has resulted in a variety of review styles that can be read by everyone. This study aims to know the complaint strategies used by American and Indonesian customers as well as the cultural background in expressing the review messages. This present study uses the qualitative method as the approach since the taken data is based on a natural setting in the form of textual information of online customer reviews (OCRs). The results show American customers have a tendency to give more criticism in review messages. The criticism tends to be written deductively and leads more to customer complaints related to product quality. While Indonesian customers prefer to provide positive justification. The customers tend to give positive feedback after making a purchase. Informal styles are frequently emphasized by both American and Indonesian customers. It can be seen through the use of abbreviation, construction, and code-mixing been found in plenty of data In terms of politeness, American customers use a more bald on record strategy where most data appears dominated by reviews with 1, 3, and 2- star ratings. While Indonesian customers tend to use the positive politeness strategy shown by most 5 and 4,5-star review messages. Americans communication style as presented in the form of review is characterized as an individualist where they tend to communicate in a direct way. While Indonesians tend to maintain harmony in communication by emphasizing a sense of empathy. Keywords: Complaint, Online Customer‟s Review, Culture