Article Per Year (5 Year)
p-Index From 2021 - 2026
0.23
P-Index
This Author published in this journals
All Journal Ettisal: Journal of Communication
Hamed Noralla Bakheet Ali
Omdurman Islamic University, HCFX+4RV, Omdurman, Sudan

Published : 1 Documents Claim Missing Document
Claim Missing Document
Check
Articles

Found 1 Documents
Search

 1 
Integrating Politeness into the LEAST Framework: Strategic Communication in Restaurant Complaint Handling Rahmawati Zulfiningrum; Liya Umaroh; Nadia Itona Siregar; Naiza Rosalia; Heni Indrayani; Candra Yudha Satriya; Suwandi Sumartias; Hamed Noralla Bakheet Ali
ETTISAL : Journal of Communication Vol. 11 No. 2 (2026): Ettisal : Journal of Communication
Publisher : Universitas Darussalam Gontor

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21111/ettisal.v11i2.36

Abstract

In Indonesia’s fast-food industry, effective complaint handling serves as a vital strategic communication tool to mitigate reputation damage and sustain customer retention. While quick-service restaurants (QSRs) often rely on operational frameworks such as LEAST (Listen, Empathize, Apologize, Solve, Thank) for service recovery, the communicative quality and politeness strategies embedding these procedures remain underexplored. This qualitative descriptive study examines how QSRs integrate linguistic politeness strategies and corporate culture into the LEAST framework. Data were collected through in-depth interviews with corporate leadership, HR, marketing, shift captains, and front-line crew, supplemented by field observations and document analysis. The findings reveal that while the Solve stage operates as the primary operational focus through immediate compensation and structured escalation, emotional de-escalation relies heavily on the Listen, Empathize, and Apologize stages through tactful speech, controlled tone, and linguistic humility. These practices directly align with key politeness maxims (tact, generosity, approbation, and modesty) and are sustained through case-based briefings, SOP training, and complaint audits. The study demonstrates that procedural frameworks like LEAST succeed in QSR environments only when coupled with culturally embedded politeness strategies, offering a holistic model for strategic customer communication.
Co-Authors Candra Yudha Satriya Heni Indrayani Liya Umaroh Nadia Itona Siregar Naiza Rosalia Rahmawati Zulfiningrum Suwandi Sumartias