Rapport management in Chinese and English responses to online negative reviews

Abstract This paper examines 120 Chinese and English responses to online negative reviews within the Rapport Management Framework. Both cultures frequently use positive rapport move , reflecting rapport-enhancement and rapport-maintenance orientations. Chinese responses more frequently employ negative rapport move, evoke poetic imagery, offer explanations, and use forms of deference and in-group address terms. English responses record a higher frequency of express empathy. Both types of responses manage rapport by addressing reviewers’ face, association rights and interactional goals. This study contributes to the understanding of review response genre and offers practical insights for practitioners in improving customer rapport and service recovery.