The Use of Politeness Strategies and Respect Markers by Call Center Agents

Politeness is a basic verbal strategy that is commonly used by call center agents in handling customers, specifically when they encounter frustrated and irate customers, when they can hardly fix the problems of customers, or when they make mistakes in grammar and pronunciation. The aim of this study was to examine politeness strategies and respect markers employed by call center agents when transacting business with American customers. Data were gathered from interviews with 30 call center agents, and interview data were analyzed using words, phrases, clauses, and sentences as the unit of analysis. The responses of call center agents were coded/categorized and analyzed. Results of the study have revealed that call center agents utilized polite speechact formulae, polite requests, apologies, and respect markers in the course of their transaction with the customers. Furthermore, analysis has shown that the use or choice of politeness strategies and respect markers has an impact on the interactions of call center agents with their customers and affects the customers’ impression about the company and the quality of service