A Pragmatic Analysis of the (Im)politeness Strategies Used in Online Customer Reviews across Different Satisfaction Levels

Tiwahporn Thongtong

Chiang Mai University, Thailand

This study examined the use of politeness and impoliteness in Trustpilot customer reviews. Drawing on Brown and Levinson’s (1987) politeness theory and Culpeper’s (1996, 2011) impoliteness framework, the research analyzed strategies employed across varying levels of customer satisfaction. A mixed-method approach was adopted, grouping reviews into five satisfaction levels from one to five stars. Quantitative analysis measured the frequency of each strategy, while qualitative analysis explored the selection of strategies at different satisfaction levels. Findings indicate that direct, bald-on-record impoliteness predominated in lower-rated reviews, whereas higher-rated reviews used more positive politeness and mitigation. Reviews at the intermediate level often combined politeness with indirect criticism. These results demonstrate that (im)politeness lies on a continuum rather than in a binary, thereby enhancing understanding of digital consumer discourse.

Article link: https://www.asianinstituteofresearch.org/EQRarchives/a-pragmatic-analysis-of-the-(im)politeness-strategies-used-in-online-customer-reviews-across-different-satisfaction-levels