What is it about?

This study looks at how companies reply to negative online reviews in Chinese and English. It shows that most responses try to keep a friendly tone and maintain a good relationship with customers, but there are cultural differences. Chinese replies more often use indirect language, explanations, and even poetic phrases to soften complaints, sometimes at the expense of fully addressing the reviewer’s concerns. English replies tend to use clearer empathy and practical help, with less emphasis on poetic language. By analyzing hundreds of real responses, the research identifies common patterns that help businesses protect their image while trying to fix problems. The findings can guide managers in crafting replies that are both respectful and effective, depending on the cultural context and the situation.

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Why is it important?

This study reveals how brands respond to negative online reviews in multiple languages, showing clear cultural patterns in tone and approach. By comparing Chinese and English replies across hundreds of real cases, it offers practical, step-by-step guidance for managers to tailor responses that are respectful, transparent, and effective. The bilingual focus reflects today’s global digital marketplace, making the findings immediately relevant to international teams and researchers alike. This timely insight helps businesses protect their reputation, improve customer trust, and potentially influence future customer decisions in a cross-cultural online environment.

Perspectives

Writing this article was a meaningful experience because it brought together my interest in cross-cultural communication with practical lessons for everyday customer service. Collaborating with experts across languages reminded me how much we can learn when we look beyond a single perspective. Seeing how brands can genuinely improve trust and satisfaction through thoughtful, culturally aware replies reinforces my belief that research should translate into real, usable guidance for practitioners. This work also sparked my curiosity to explore how digital interactions shape brand loyalty in other languages and contexts, a path I’m excited to pursue further.

Xiaoyu Lai
Guangdong University of Technology

Read the Original

This page is a summary of: Rapport management in Chinese and English responses to online negative reviews, Chinese Language and Discourse An International and Interdisciplinary Journal, September 2025, John Benjamins,
DOI: 10.1075/cld.24029.lai.
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