A pragmatic study of the X complaints and responses to complaints

Abstract The current study compares the realization of the speech acts of complaints and responding to complaints by Arabs versus Westerners in the X accounts of British Airways versus Saudi Airlines. We compiled 400 posts from the X accounts of the two airlines and coded them for complaint and complaint-response strategies as well as external and internal modifiers. The results of the Chi-square tests show that the Western customers of the British Airways used significantly more disapproval and accusation strategies than the Arab customers of the Saudi Airlines while the latter customers showed a stronger preference to employ the blame strategy in addition to directive acts. As for the responses to complaints, the representatives of the British Airways showed a stronger tendency to accept complaints through offering repairs, admitting responsibility, and excusing oneself whereas the representatives of the Saudi Airlines preferred to employ partial-acceptance strategies. The results are interpreted in light of the existing literature and the Mixed Games Model.