THE IMPACT OF POLITENESS STRATEGIES AND SPEECH ACTS ON CUSTOMER SATISFACTION: A CASE STUDY OF SMALL AND MEDIUM-SIZED ENTERPRISES IN THAI NGUYEN PROVINCE

Applied Linguistics; Pragmatics; Customer Communication in SMEs

ABSTRACT This study examines the impact of Politeness Strategies and Speech Acts on customer satisfaction in small and medium-sized enterprises (SMEs) in Thai Nguyen Province, Vietnam. Data were collected through a survey of 248 customers who had used products or services provided by SMEs in the province. The study employed several statistical techniques, including Cronbach’s Alpha reliability analysis, Exploratory Factor Analysis (EFA), and multiple linear regression analysis. The findings reveal that both politeness strategies and speech acts have positive and statistically significant effects on customer satisfaction. Specifically, employees' use of polite language, respectful and empathetic communication, and appropriate speech acts contributes to enhancing customers' service experiences and overall satisfaction. Based on these findings, the study proposes several managerial implications to improve employees’ communication skills, enhance service quality, and increase customer satisfaction in small and medium-sized enterprises. The findings also provide empirical evidence for the application of pragmatic theories in service communication and offer practical guidance for SMEs seeking to strengthen customer relationships and achieve sustainable competitive advantages

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