The realization of the speech acts of complaint and responding to complaint in Vodafone Egypt versus Vodafone UK A cross-cultural pragmatic study

The current study aims to compare the complaints/responses to complaints on the Facebook pages of Vodafone UK versus Vodafone Egypt. 200 complaints and 200 responses to these complaints were collected from the Facebook pages of the two companies in September 2022. The analysis results showed that the UK customers produced significantly more expressions of disapproval, particularly ill consequences and annoyance, than their Egyptian counterparts. The Egyptian customers produced significantly more blame and requests than the UK customers. In terms of responses to complaints, the UK responses were dominated by acceptance strategies, particularly in the form of offers of repair, while the Egyptian responses came mainly in the form of partial acceptance, particularly in the form of seeking further information.