The Customer Is Always Right Became Not Right in Interactions Brand Equity, Organization-Public Relationship, and TV Viewing Behavior

Authors

ผศ.ดร.รุจิระ โรจนประภายนต์, น.ส.ฐิติพร ด้วงทอง

Published

ICLC2017 PROCEEDINGS

Abstract

This study investigates conversation from a scene in U.S. film titled ―Falling Down‖ (1993).
―The customer is always right‖ as a commonly known motto repeated by the film’s central
character during a conversation between himself as a customer and the service providers of a fast
food restaurant; however, the interaction did not progress as expected and ended violence.
Ethnography of Communication (Hymes, 1964) and Coordinated Management of Meaning
(Pearce & Cronen, 1980) were employed to qualitatively analyze the interactions. A four-minute
video clip of the scene was transcribed verbatim. Three types of speech acts were found:
directives, assertives, and expressives, respectively. Findings show that negotiation was
unsuccessful due to different norms and self-concepts shaping the messages they conveyed
resulting in the customer believing they were right while the service providers strict adherence to
the company the policy not serving certain foods after designated periods, led violence.
Implications are that conflicts among service providers and customers should be handled
properly to avoid violence.

The Customer Is Always Right Became Not Right in Interactions Brand Equity, Organization-Public Relationship, and TV Viewing Behavior. ห้องประชุม ดร. สมศักดิ์ และคุณหญิงปัทมา ลีสวัสดิ์ตระกูล สถาบันบัณฑิตพัฒนบริหารศาสตร์, The 8th International Conference on Language and Communication (172-186).