EFFECTIVE RESPONSE TO COMPLAINTS AS A COMPONENT OF CORPORATE CULTURE

This article researches the customers' complaints and the way the companies reply to them. The study is focused on the analysis of linguistic means used for creating positive customer experience even after the complaint. Particular attention is paid to positive wording and sandwiching the negative information, as well as to the appealing to pathos, logos and ethos. The paper examines how efficient apologizing influences the image of the company.