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Similar to previous studies on complaints in spoken communication (cf. Geluykens and Kraft 2003; House and Kasper 1981; Kraft and Geluykens 2002, 2004;

Olshtain and Weinbach 1987, 1993; Trenchs 1994; Trosborg 1995), the present analysis investigated the different complaint strategies speakers use to formulate

30 For a clarification of the abbreviations used in these references, see the list of abbreviations.

their complaints.³¹ On the basis of the present data eight strategies have been differentiated and are presented below. As it becomes obvious from the given examples, eBay members either use a single strategy or combinations of them to formulate their electronic complaints. For the sake of clarity, the strategy to be illustrated is always underlined in the given example.

Strategy 1: Expression of disappointment

In order to avoid conflict, complainers who use Strategy 1 refrain from mentioning the complainable or the complainee in the proposition. Instead they express their disappointment about the state of affairs, thereby focusing on their own feelings only. However, in sending their electronic complaint to a particular trading partner, they nonetheless reveal their accusation against the complainee.

Examples:

(BrE, NR-D 50) item never received and no refund given by seller very disappointing

(G, DIFF-D 33) die sim karte geht nicht verküfer antwortet nicht schade (sim card doesn’t work seller doesn’t reply what a pity)

Strategy 2: Expression of anger or annoyance

In case of Strategy 2, complainers still avoid mentioning the offensive act or the addressee as the guilty person but rather express their general anger and annoyance about the situation. In doing so, they concentrate on their own feelings which, however, reveal a heightened negative attitude towards the complainable than Strategy 1.

Examples:

(BrE, NR 71) too useless for words

(G, DIFF 30) einfach nicht wundern, bei halbem Preis=halbe Beutelgröße (simply no wonder, half price=half size of bag)

Strategy 3: Explicit complaint

In an explicit complaint, complainers mention the offensive act, the hearer, or both.

They, however, refrain from explicitly judging the addressee’s behaviour as well as from instigating any sanctions.

31 As a synonym for the term ‘strategy’ scholars also use the expression ‘realisation pattern’ (cf.

Laforest 2002). However, since the term ‘strategy’ is more common in this research field, it is also used in the present report.

Examples:

(BrE, DIFF-D 2) item was water damaged tried to contact seller no replay to emails

(G, NR-D 59) !!!!!!!!!!!!!!!!!!!!!!!!!KEINE WARE UND KEIN GELD ZURÜCK

!!!!!!!!!!!!!!!!!!!!!!

(!!!!!!!!!!!!!!!!!!!!!!!!!ITEM NOT RECEIVED AND NO MONEY BACK

!!!!!!!!!!!!!!!!!!!!!!)

Strategy 4: Negative judgement

In using Strategy 4, complainers explicitly state that the offensive act for which they hold the complainee responsible is bad.

Examples:

(BrE, DIFF-D 66) problem with bike no reply from seller thumbs down (G, NR 36) Nach 3 Wochen immer noch nicht da!!! Echt peinliche Aktion!

(after 3 weeks still not received!!! What a pathetic thing to do!) Strategy 5: Drawing one’s own conclusion

Having had a bad experience with the transactional partner, complainers may also choose Strategy 5, in which case they draw a conclusion for their future action.

Specifically, they decide to avoid any further business transactions with the complainee.

Examples:

(BrE, NR-D 1) didn't recieve items bought. no responce to e-mails. Will not buy from again

(G, DIFF 78) Luxus Taschenuhr ! ? Mehr als Schrott ! Einmal und nie wieder

!!!!!!!!!!!!!!!!!!

(Luxurious pocket watch ! ? More than rubbish ! once and never again

!!!!!!!!!!!!!!!!!!)

Strategy 6: Warning others

Complainers employing Strategy 6 explicitly warn the whole eBay community against the complainee.

Examples:

(BrE, NR 1) NO GOODS RECEIVED.... REPORTED TO EBAY.... AVOID!!!

(G, NR-D 41) Geld am 31.05. überwiesen; keine Ware erhalten; Kontakt abgebrochen;VORSICHT!!!

(Money transferred on 5/31; no item received; broken off contact;

BEWARE!!!)

Strategy 7: Threat

In case complainers aim at stronger sanctions than only worsening the complainee’s reputation, they may threaten the addressee with higher authorities such as lawyers or eBay’s security system. Possible sanctions are thus not carried out by the complainers themselves but by these authorities, resulting in sanctions such as fines or a ban from eBay.

Examples:

(BrE, DIFF 24) I am reporting you to ebay the good's you sold me are scrap.

(G, DIFF-D 67) falsche Patronen bis heute kein Geld zurück Rechtsanwalt ist eingeschaltet frech

(wrong cassettes as of today still no refund lawyer is informed cheeky) Strategy 8: Insult

In using insults, complainers explicitly condemn the accused as a person, whereby they often call them names.

Examples:

(BrE, NR-D 99) NEVER RECEIVED ITEM.DID NOT REPLY TO E MAILS..ROBBERS

(G, NR 11) Voll die Zecke . Ware nicht angekommen !!Ein Großer Lügner (An absolute parasite . Item didn’t arrive !!A big liar)

5.1.1. Data analysis

The complaint strategies which were used to formulate the collected complaints were analysed according to several aspects which were statistically compared between data sets using the Qui-square or Independent Samples T-Test, depending on the measurement level of the data under investigation (see 4.2.). Specifically, the analysis included the frequencies with which the different strategies were chosen as well as whether a combination of strategies was employed. Furthermore, to get an idea of the prototypical British English and German complaint on the feedback forum of eBay³², both the amount of strategies which were employed to formulate each online complaint as well as their specific order were taken into account. Strategy sequences which figured 5% or more in one of the two data sets were statistically compared. The final aspect of analysis concerned the number of

32 In this study the prototypical complaint signifies the type of complaint which is most frequently employed.

different strategy sequences British English and German eBay traders used to formulate their complaints in each data set, as it gives a more accurate impression of how diverse or formulaic their online complaints are. While the amount of different strategy sequences are nominal data and were hence statistically compared between data sets using the Qui-square Test, the other aspects of analysis consist of interval data, so the Independent Samples T-Test was conducted.

The coding procedures are illustrated by two examples of the present data sets. An overview of the coding of the first example with regard to the use of complaint strategies is given in Table 5.1. However, the number of different strategy sequences cannot be illustrated, since its calculation depends on the whole data set.

Example:

(BrE, NR 1) NO GOODS RECEIVED.... REPORTED TO EBAY.... AVOID!!!

Table 5.1: Overview of the coding of the online complaint (BrE, NR 1) with regard to the use of complaint strategies.

Variables Coding

Strategy 1: Expression of disappointment 0

Strategy 2: Expression of anger or annoyance 0

Strategy 3: Explicit complaint 1

Strategy 4: Negative judgement 0

Strategy 5: Drawing one’s own conclusion 0

Strategy 6: Warning others 1

Strategy 7: Threat 1

Strategy 8: Insult 0

Presence of a strategy combination 1

Amount of strategies per complaint 3

Strategy sequence³³ 316273

As Table 5.1 shows, the electronic complaint (BrE, NR 1) consists of a Strategy 3 (explicit complaint), a Strategy 6 (warning others), and a Strategy 7 (threat).

Accordingly, this online complaint is made up of a combination of strategies, precisely of a total of three strategies. The sequence of these strategies is thereby Strategy 3 (explicit complaint), followed by Strategy 7 (threat), followed by Strategy 6 (warning others).

With regard to data sets consisting of double complaints, it is important to mention that the two different reasons for complaining were not coded as distinct strategies, since it is the nature of double complaints that traders complain about two reasons

33 The coding of strategy sequences within each complaint does not illustrate frequencies. The order of the numerals mirrors the order of the strategies within the complaint.

at the same time. This procedure also has the great advantage that it makes data sets of single and double complaints comparable. Accordingly, the following example of a double complaint was coded to consist of one strategy, precisely Strategy 3 (explicit complaint).

Example:

(BrE, NR-D 9) No item recived .no response to e mail..

Given that the example (BrE, NR-D 9) consists only of one strategy, no combination of strategies is employed (see the following Table 5.2).

Table 5.2: Overview of the coding of the online complaint (BrE, NR-D 9) with regard to the use of complaint strategies.

Variables Coding

Strategy 1: Expression of disappointment 0

Strategy 2: Expression of anger or annoyance 0

Strategy 3: Explicit complaint 1

Strategy 4: Negative judgement 0

Strategy 5: Drawing one’s own conclusion 0

Strategy 6: Warning others 0

Strategy 7: Threat 0

Strategy 8: Insult 0

Presence of a strategy combination 0

Amount of strategies per complaint 1

Strategy sequence 31