Generic Structure Potential and (Im)Politeness in Nigerian Online Service Encounters on WhatsApp and Instagram

Tolulope Akinseye, Ebunoluwa Idowu

Abstract

In modern business landscapes, the transition to computer-mediated channels has revolutionized service encounters, encompassing both transactional and interactional functions of language. This study examines the Generic Structure Potential (GSP) and politeness maxims between online vendors and buyers in Nigerian online service encounters. Drawing from Halliday and Hassan's (1989) model of GSP and Leech's framework of politeness, the study analyses 12 conversations from WhatsApp and Instagram platforms. The study identifies four obligatory elements: Uploading and Tagging of Sample Product (UTSP), Confirmation of Product Availability (CPA), Payment Process (PP), and Request for Delivery Details (RDD), and six optional elements: Greeting Initiation (GI), Calculation of Total Price of Product (CTPP), Demand for Discount (DD), Request for Notification of Payment (RNP), Appreciation/Gratitude
for Payment (AGP), and Feedback on Product (FAP). The generic structure potential of a typical
Nigerian online service encounter is catalogued as [UTSP]^(GI)^[CPA]^(CTPP)^(DD)^[PP]^(RNP)^[RDL]^(AGP)^(FOP). Furthermore, Nigerian online vendors exhibit a greater emphasis on politeness compared to buyers, with tact, generosity, and approbation as the commonly deployed politeness maxims in online service encounters. While WhatsApp and Instagram exhibit distinct features, understanding their patterns empowers businesses in Nigeria with effective communication strategies, potentially enhancing customer satisfaction and transaction outcomes in the digital marketplace.

Keywords

Business discourse, online service encounter, WhatsApp, Instagram, generic structure potential, politeness

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