POLITENESS STRATEGIES OF BANK CUSTOMER SERVICE OFFICERS AT BRI BANKS.

POLITENESS STRATEGIES OF BANK CUSTOMER

SERVICE OFFICERS AT BRI BANK

A Thesis

Submitted to the English Applied Linguistics Study Program in Partial Fulfillment of the Requirement for the Degree of Magister in Humaniora

By

RAHMA TIRTA Register Number: 8106111028

ENGLISH APPLIED LINGUISTICS STUDY PROGRAM POSTGRADUATE SCHOOL

STATE UNIVERSITY OF MEDAN 2016

iii ABSTRACT

Tirta, Rahma. Politeness Strategies of Bank Customer Service Officers at BRI Banks. English Applied Linguistics Study Program. Post Graduate School. State University of Medan. 2016.

This thesis deals with Politeness Strategies of Bank Customer Service Officers at BRI Banks. The objectives of this study were to identify types of politeness strategies and to examine the politeness patterns used by customer service officers in customer need identification process. The approach used in this study is based on politeness theory of Brown and Levinson.This study employed descriptive qualitative design. The data were the transcription of recorded observation and interview using recorder to three male and three female customer service officers of BRI Banks under BRI cabang Kisaran namely, BRI KCP Indrapura, BRI Unit Indrapura, and BRI Unit Kebunkopi, North Sumatra. The findings indicate that only three of politeness strategies used by customer service officers, there were bald-on record strategy, positive politeness strategies, and negative politeness strategies. Positive politeness strategies were dominantly used by bank customer service officers. Some factors were considered in using politeness strategies in identifying customer need. The factors were Social distance and closeness, relative status of participants, and amount of Imposition or degree of friendliness. By awaring these factors, the officers could safe the hearers face in order to enhance the customer satisfaction. The realization of these politeness strategies by the speaker were aimed to minimize Face Threatening Acts to endeavor a harmony in social interaction.

Keywords: Politeness Strategies, Bank Customer Service Officers, Descriptive Qualitative

iv ABSTRAK

Tirta, Rahma. Politeness Strategies of Bank Customer Service Officers at BRI Banks. English Applied Linguistics Study Program. Postgraduate School. State University of Medan. 2016.

Tesis ini berkenaan dengan Strategi Kesantunan dalam tindak tutur kata petugas layanan nasabah Bank BRI dalam melayani nasabah. Tujuan penelitian ini adalah untuk mengidentifikasi jenis strategi kesantunan, mencari pola strategi kesantunan yang digunakan oleh petugas layanan nasabah dalam mengidentikasi kebutuhan nasabah. Pendekatan yang digunakan dalam penelitian ini adalah hasil rekaman dari observasi dan wawancara kepada tiga pria dan tiga wanita petugas layanan nasabah dengan menggunakan perekam suara saat melakukan interaksi di Bank BRI KCP Indrapura, BRI Unit Indrapura dan BRI Unit Kebunkopi. Hasil temuan menunjukkan tiga jenis strategi kesantunan digunakan oleh petugas layanan nasabah, yaitu bald-on record strategy, positive politeness strategies, dan negative politeness strategies. Positive politeness strategies dominant digunakan oleh petugas layanan nasabah. Strategi kesantunan ini digunakan oleh para penutur semata-mata untuk meminimalkan tindak pengancaman muka agar tercipta interaksi sosial yang harmonis.

Kata Kunci : Strategi Kesantunan, Petugas Layanan Nasabah, Deskriptif Kualitatif

i

ACKNOWLEDGEMENTS

Formerly, the writer would like to commence thanking Allah SWT for blessing her to complete this project. This study is concerned with Politeness Strategies of Bank Customer Service Officers at BRI Bank which is submitted to Post Graduate School of State University of Medan in partial of fulfillment of the final academic requirements to obtain the degree of Magister of Humaniora from English Applied Linguistics.

Gifted hands from incomparable people were big favor for her to carry out this thesis. It was unattainable for her to bring this thesis to a close. Hence, the writer would like to highly appreciate all the people mentioned below.

Prof. Dr. Busmin Gurning, M.Pd., first adviser, thanks for his patience and brilliance to supervise and sharing his scholar. His brightness colored every single thought of the writer to complete this thesis. Dr. Anni Holilla Pulungan, M. Hum., co-adviser, appreciation is not enough to express thanks for her guidance, criticism, consultation, time and supports, so the writer can wrap this thesis up.

Moreover, her gratitude goes to Director of Post Graduate School, Head and Secretary also administration staff of English Applied Linguistics Study Program of State University of Medan, all lecturers who have shared expertise during times of Lecturing. Special thanks to board of examiners, Prof. Dr. Lince Sihombing, M.Pd., Prof. Dr. Sri Minda Murni, M. S, Dr. Eddy Setia, M.Ed., for every single detail correction and criticism to construct this thesis near to ideal.

ii

A very special gratitude goes to beloved parents, Mr. Harmon Yunaz and Mrs. Lydia Hafni, beloved sisters Rahmi Fauza, S.Pd, Fauziana Fitri S.E., and the youngest brother Rahmat Fadillah, S.E. Great love for great husband Mayor Inf. Rizky Kurniawan. Their genuine heart to support the writer during her academic year has lent a hand galore.

Then, thanks to certain Bank customer service officers in PT. Bank BRI (Persero), Tbk under cabang Kisaran, namely PT. Bank BRI KCP Indrapura, PT. Bank BRI Unit Indrapura, PT. Bank BRI Unit Kebunkopi who have participated as source of the data in this thesis and for hospitality during observation. Special thanks to Putri Ramadhani, S.S., M. Hum for every single supports, time, guidance, correction, and consultation, so the writer finally can wrap this thesis up. Friends, classmates and the writers mentioned in references of this thesis, they are highly appreciated for sharing wisdom through academic writing.

No human being is flawless, so is the writer who is still very far from perfect. Constructive critics and suggestions are highly expected for the perfections of this thesis. The highest expectation is this work will be useful for the readers.

Medan, Juli 2016 The writer,

Rahma Tirta

v

TABLE OF CONTENTS

Pages

ACKNOWLEDGEMENTS ... i

ABSTRACT ... iii

ABSTRAK ... iv

TABLE OF CONTENTS ... v

LIST OF TABLES ... vii

LIST OF FIGURES ... viii

LIST OF APPENDIX ... ix

CHAPTER I. INTRODUCTION 1.1 The Background of Study ... 1

1.2 The Problems of Study ... 6

1.3 The Objectives of Study ... 6

1.4 The Scope of Study ... 6

1.5 The Significance of Study ... 7

CHAPTER II. REVIEW OF RELATED LITERATURE 2.1 Politeness ... 8

2.2 Types of Politeness Strategy ... 12

2.2.1Bald on-Record Strategy ... 12

2.2.2 Positive Politeness Strategy ... 13

2.2.3 Negative Politeness Strategy ... 21

2.2.4 Off Record ... 26

2.3 Reason of Politeness Strategies Usage ... 29

2.4 Customer Service in Bank ... 31

2.4.1 Customer Service Standard ... 33

2.4.2 Customer Satisfaction ... 35

2.5 Politeness Strategies on Bank Customer Service Officer ... 37

vi

2.6 Conceptual Framework ... 43

CHAPTER III. RESEARCH METHOD 3.1 Research Design ... 47

3.2 The Data and The Data Source ... 47

3.3 Technique of Data Collection ... 48

3.4 Technique of Data Analysis ... 48

3.5 The Trustworthiness of the Study ... 50

CHAPTER IV. DATA ANALYSIS AND FINDINGS 4.1 The Data Analysis ... 52

4.1.1 The Types of Politeness Strategies Used by... Bank Customer Service Officers ... 55

4.1.2 The Politeness Strategies Used by Customer Service Officers in Customer Need Identification Process... 59

4.1.3 The Reason of Using Politeness Strategies by Customer Service Officers in BRI Banks ... 66

4.2 Findings ... 69

4.3 Discussion ... 70

CHAPTER V. CONCLUSIONS DAN SUGGESTIONS 5.1. Conclusions ... 74

5.2. Suggestions ... 75

REFERENCES ... 77

vii

LIST OF TABLES

Tables Pages

Table 1. The Types of Politeness Strategies used by

Bank Customer Service Officers ... 58 Table 2. The Percentage of Politeness Strategies used by

viii

LIST OF FIGURE

Figure Page

ix

LIST OF APPENDIX

Appendix Pages

Appendix 1. Transcript of Utterances by Customer Service Officers

to the Customers ... 81 Appendix 2. The Utterances Bank Customer Service Officers Before ... Doing Data Reduction ... 99 Appendix 3. The Transcript of Selected Utterances of

Bank Customer Service Officers to Customers... 107 Appendix 4. Politeness Strategies of Bank Customer Service Officers in

Identifying Customer Need ... 115 Appendix 5. Interview Transcript ... 123 Appendix 6. Written Information from Supervisor of Customer Service .. 130

1 CHAPTER I INTRODUCTION 1.1The Background of study

Politeness is a linguistics phenomenon involved in daily interaction that reveals how people use languages to manage interpersonal relationships. The reason it is important to understand the nature and significance of politeness is because as soon as the interaction starts, each of the participants requires the mutual understandings of the norms of communicating to maintain relationships and interpret each other‟s behavior. The process of communication makes living harmonious, through the shared interaction and information sharing between individuals which occur naturally. Linguistic politeness is not equal to the superficial politeness routines. It involves appropriate language choices in respect to social relationship, relative status, and formality, which would not be the same for all interlocutors and situations. Norms for polite behavior vary from one culture to another, and therefore, linguistic politeness is also culturally bounded.

According to Reiter (2000), “politeness is not something human beings are born with but something which is acquired through a process of socialization”. The need of politeness research study then develop into the wider communities of practice, rather than individuals, arbitrate over whether speech acts are considered polite or impolite. A community of practice is an aggregate of people who come together around mutual engagement in some common endeavor. Ways of doing, ways of talking, beliefs, values, power relations-in shorts, practices-emerge in the course of their joint activity around endeavor. (Eckert &

2

McConnell-Ginnet, 1998:490 cited in Mills, 2000) Thus, each community would develop a range of linguistics behaviors which function in slightly different ways to other communities of practice.

Banking is one of the most prominent sectors within the service industry where service counter communication and politeness is demanded. Politeness is thus equivalent to knowing the rules. That is, there are normative rules in each social culture that guide speakers to distinguish politeness from impoliteness. Shaw (2008:6) states banks must avoid being over-familiar or inappropriate. They believe in maintaining a proper distance between themselves and their customers, and respect for the serious nature of financial affairs. Matsumoto in Yen Wang (2008:2) states, people are expected to act properly according to their relative position or rank with regard to other members of the group, and it is that relative position that they want to maintain when they employ politeness strategies. In this sense, related to Yule (1996:60) politeness can be accomplished in situations of social distance or closeness. Showing awareness for another person‟s face when that other seems socially distant is often described in terms of respect or deference.

Yule (1996:60) states politeness, in interaction, can be defined as the means employed to show awareness of another person‟s face. As a technical term, face means the public self-image of person. It refers to that emotional and social sense of self that everyone has and expects everyone recognize. In banking service, a series of interaction is most occurred between customer and service provider, called customer service officer. Bank customer service officers are employed by the company to serve as a direct point of contact for customers.

3

They are responsible for ensuring that their company‟s customers receive an adequate level of service or help with their questions and concerns. They require loads of the ability to think analytical quickly, smart problem solving skills, patience, politeness and much more. Related to the politeness, bank customer service officers should be more concern for customer‟s face than the other. Because customers are the heart of every successful business and therefore businesses need to more concentrate on customers more than ever.

As Gilmour (1999:3) states there are some service standards that customer service officers should be implemented. One of them is listening in order to identify the customer‟s needs. They are required to handle any customer dispute arising due to bank‟s fault. They need to resolve the customer‟s issue and ensure that such kind of problem does not arise in future.

But in service marketing, Penfold (2014: 18) states needs and wants are similar and sometimes interchangeable. A need can be explained as a basic essential which keeps one alive. A want is something that a person desires, either immediately or in the future. Basically, a want is for the product or service that would satisfy a need, as shaped by the culture, personality and experience of the customer. It is being conscious that even though the needs are met, customer service should know that customers expect more from them, that is satisfaction. Satisfaction is the customer‟s evaluation of a product or service in terms of whether that product or service has met their needs and expectations. (Zeithaml and Bitner, 2003). They expect that anyone dealing with the customers would listen to them, understand, care about them, and treat them as individuals and intelligently (Penfold, 2014:26).

4

Often, customers either aren't clear about what they need, or they don't really know what they want. Effective customer service officer need to be trained to ask the right questions, listen, and tailor suggestions in order to assist customers satisfactorily. Correctly identifying customers' needs is essential for ensuring customer satisfaction and loyalty. If the officer fails to properly identify customers' needs, or if the officers are indifferent to customer needs, they will take their business elsewhere. Identifying customers' needs creates satisfied customers, and satisfied customers are less likely to have reason to enter into disputes with the institution or contemplate legal action. When the officers are able to accurately identify and adequately meet customers' expectations, customer service reputation will automatically be enhanced. Some of the benefits of meeting customers' expectations include, customers that transform from first-time visitors to loyal clients, increased sales as customers feel more comfortable doing business with the bank, more referrals from satisfied customers who bring in additional business by word of mouth. However, when expectations are not met by the performance of customer service officer, customer dissatisfaction is the result. The quality of customer service officer is almost wholly determined by the ability to meet the customer expectations. Bank can have the greatest service team, but if the customers perceive their needs are not being met, bank service reputation suffers.

As the means employed to show awareness of another person‟s face, expressing politeness in identifying customers‟ needs by the officers could be different in every unit. It refers to that emotional and social sense of self that everyone has and expects everyone recognize. The competence to perform the

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service, politeness and respect for the customer, effective communication with the customer, and the general attitude that the server has the customer„s best interests at heart. As Javadi (2012:69) states in banking industry, banking systems provide the same types of services, but they do not provide the same quality of services. It can be seen there are many customers complains to the customer service officer when they are interact or communicate with them regarding to the politeness. They tend to argue that they served impolite by the customer service officer. Sudiono (2012) states as the Bank Mandiri customer she disappointed to the service of one bank officer who speak rudely when she wants to open deposit account. At that time she takes ID card, saving book and cash money on her to open deposit account, but the officer states “Maaf ibu Lita, silakan pulang untuk

mengambil kartu ATM.” Therefore, she decided to move out and open account in

another bank. Same as the others, Khotimah (2012) states as the bank BRI customer she is underestimated by the customer service officer when she wants to check her point by saying “Cuma” to her saving money and because of this she decide to close the account. She argues that don‟t ever make any differentiate in serve the customer even they are poor or rich one. Those complain are contrary to the requirement that customer service officer should have, that is showing awareness of customer‟s face in order to satisfy the customers. Therefore, the researcher wants to make a deep research in finding politeness strategy of bank customer service officer in identifying customer need.

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1.2The Problems of the Study

The problems of the study are formulated as in the following.

1) What are the types of politeness strategies that expressed by Bank customer service officers in identifying the customer need?

2) How are the politeness strategies used by customer service officers in identifying customer need?

3) Why do those politeness strategies used by customer service officers in the process of identifying customer need?

1.3 The Objectives of the Study The objectives of this study are:

1) to describe the types of politeness strategies that expressed by the Bank customer service officers in identifying the customer need.

2) to explain the pattern of politeness strategies used by customer service officers in identifying the customer need.

3) to elaborate the reason of those politeness strategies used by customer service officers in the process of identifying customer need.

1.4 The Scopes of the Study

In this study, the discussion focuses on politeness strategies of Bank customer service officers especially in identifying the customer need. Expressing politeness to the customer in main office could be different to the customer in unit. Therefore, this study would be limited on politeness strategies of bank customer service officer placed in three branches under PT. Bank Rakyat Indonesia (Persero),Tbk cabang Kisaran, namely Bank BRI Kantor Cabang Pembantu Indrapura, Bank BRI Unit Indrapura and Bank BRI unit Kebunkopi.

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1.3The Significance of the Study

The findings of this study are expected to be significantly relevant theoretically and practically. Theoretically, the research findings are expected to enrich the theories of linguistic politeness strategies, specifically the spoken language in service counter community, mainly in bank customer service. This study considered being useful initially to provide the information of what politeness strategies used by Bank customer service officer when they express their oral communication in customer interaction. Consequently, it would give better understanding and new insight of how politeness strategies are related to the aspect of pragmatic study. This contribution would in turn give tentative framework for a comprehensive analysis of politeness.

Since the research focuses on the communication between bank customer service and the customer, the politeness strategies specifically to service counter communication which occurs in daily conversation. Practically, it should be maintained in order to increase the service quality level and performance of bank, also to maintain the customer loyalty. In another aspect, hopefully it is useful for readers and writers to realize and to learn how to react most effectively when there are confrontation with another person.

74 CHAPTER V

CONCLUSIONS AND SUGGESTIONS

5.1 Conclusion

The study concerned on politeness strategies used by customer service officers of BRI banks and why the politeness strategies used and implied in customer needs identification process by customer service officers of BRI Banks.

After deliberately analyzing the data, the conclusions are stated as follow:

1. Not all types of politeness strategies based on Brown and Levinson were used by customer service officers, male and female. The strategies used were bald on record strategy, positive politeness strategy, and negative politeness strategy.

2. Male and female customer service officers used the same politeness strategies. Both of them, male and female customer service officers tend to used to used positive politeness strategies because they want to make the customer feel respected.

3. The reason of using politeness strategies by bank customer service officers in identifying customer need was triggered by some reason. The reason of using bald on record during transaction was to convey their intention directly in order to avoid misunderstanding. The use of positive politeness strategy mostly was triggered by satisfying hearer positive face. The reason of using negative politeness was triggered by some reasons, namely

75

to satisfy H’s negative face, to pay respect and deference to listener and to maintain social distance and avoid the threat (or potential face lose) of advancing familiarity towards the listener.

1. The customer service officers considered some factors in using politeness strategies in identifying customer need. The factors were Social distance and closeness, relative status of participants, and amount of Imposition or degree of friendliness. By awaring these factors, the officers could safe the herarers face in order to enhance the customer satisfaction.

5.2 Suggestions

Based on the conclusions stated above, this study has some suggestions as the followings:

1. To students who are studying language to enrich and develop the students knowledge of pragmatics particularly with the politeness strategies as subtopic.

2. To other researchers who want to conduct the same topic with different social interaction and different topic in different social interaction to see the role of politeness strategy used by for speaker and hearer whether they obey the politeness strategies during having communication or not.

3. _{To common readers, the pattern of politeness strategies used by customer} service officers and the variety of language style trigger us to be adaptable and communicative people, voiding conflict by minimizing face threatening acts in communication as the standard of customer services in serving are highly expected to be adopted by people in daily life.

77

REFFERENCES

Amoako, G. K . 2012. Improving Customer Service in the Banking Industry-Case

of Ghana Commercial Bank (GCB)-Ghana. International Business

Research Vol. 5, No. 4; April 2012

Bena, Irina, 2010. Evaluating Customer Satisfaction in Banking Service. Management & Marketing 2010 Vol. 5, No. 2, pp. 143-150

Boghdan and Biklen. 1992. Qualitative Research for Education. USA: A Division of Simon and Schuster

Brown And Levinson, S. 1987. Universal in language Usage: Politeness

Phenomena. Cambridge University.

Clark, C. 2008. Is Courtesy Enough? ‘Solidarity’ in Call Center Interactions. Ross School of Business Working Paper Series Working Paper No. 1103 May 2008. University of Michigan

Cutting, J. 2002. Pragmatics and Discourse. New York. Routledge.

Cresswell, J. 1998. Qualitative Inquiry and Research Design. United States of America: Sage Publications

Emdelellah, Omar Muhammad Farhat, 2013. Gender, Power, Politeness and

Women in the Arab Society. IJ-ELTS: International Journal of English

Language & Translation Studies. Sheba: Lybia.

Gilmour, R. 1999. Act Public Service Customer Service Standards Canberra: Australian Capital Territory Government.

78

Hasibuan, A. 2012. Politeness Strategies of Gender Differencs in Batak Mandailing.

Unpublished. Thesis. Medan. English Applied Linguistics Study Program. Postgraduate School. State University of Medan.

Held, G. 1999, Submission Strategies as an Expression of the Ideology of Politeness: Reflections on the Verbalization of Social Power relations.

Journal of International Pragmatics Association (IPrA), Vol.9.No.1.

p.21.

Javadi, M.H.M, 2012. Gaps of Service Quality in Private Banks Customers

Regarding SERVQUAL in Isfahan, Iran. Journal of Sociological

Research. ISSN 1948-5468 2012, Vol 3, No. 2.

Lincoln &Guba, 1985. Trustworthiness.accessed on 22nd June 2012.

Lucas 2005. Global Journal of Management and Business Research

Mahmoud, A. 2013. An Analysis of Apology as a Politeness Strategy Expressed

by Jordanian University Students. International Journal of Humanities

and Social Science: Vol.3 No.2

Miles and Huberman. 1984. Qualitative Data Analysis. California: Sage Publication, Inc.

Milss, S. 2003 Gender and Politeness. Cambridge:Cambridge University Press

Olaleke, O. 2010. Assessing The Relationship Between Service Quality and

Customer Satisfaction; Evidence from Nigerian Banking Industry. Global

Journal of Management and Business Research. Vol. 10 Issue 3 (Ver 1.0) June 2010

Owusu-Frimpong, N. 1999. Patronage Behaviour of Ghanaian Bank Customers. International Journal of Bank Marketing, 17(7), 335-341

79

Panjaitan, N. 2015. Politeness Strategies of Male and Female Differences in

Customer Services Mandiri Bank. Unpublished. Thesis. Medan. English

Applied Linguistics Study Program. Postgraduate School. State University of Medan.

Penfold, P. 2014. Tourism and Hospitality Studies Customer Relations and

Services. The Hong Kong Polytechnic University and PSHE Section,

Curriculum Development Institute. Hongkong

Potluri, R. M., & Mangnale, V. S. 2011.Critical Factors of Customer Satisfaction

in Ethiopian Service Sector. Asian Journal of Business Management,

3(1), 1-7.

Ramadhani, P. 2015. Politeness Strategies and Gender Differences in Javanese

Indirect Speech Acts. Unpublished. Thesis. Medan. English Applied

Linguistics Study Program. Postgraduate School. State University of Medan.

Reiter, R. M 2000. Linguistic Politeness in Britain and Uruguay: A Contrastive

Study of request and Apologies. Amsterdam: John Benjamins

Rozman,Z.K 2005. The Role of Politeness in Bussiness Discourse.Jezik U DrustvenojInterakcij.

Sudiono, L. 2012. Bank Mandiri Tinggal

Kenangan.(http://www.kompasiana.com) accessed on 7th August 2012.

Yule. G. 1996. The Pragmatics of Politeness in Scientifics Articles in Applied

Linguistics. New York : Oxford University.

Zeithaml, A., Valarie, B., & Mary, J. 2003. Services Marketing (3rd ed.). New York: McGraw-Hill.

80

Khotimah, N. 2012.Kecewa dengan Pelayanan Bank BRI Duri- Riau, (http://www.kompas.com) accessed on 7th August 2012.

Saheed, A. 2015. Diploma in Customer Service. University of Ibadan (https://ibadan.academia.edu/AdedokunSaheed). Accessed on April 2015

Sudiono, L. 2012. Bank Mandiri Tinggal

74 CHAPTER V

CONCLUSIONS AND SUGGESTIONS

5.1 Conclusion

The study concerned on politeness strategies used by customer service

officers of BRI banks and why the politeness strategies used and implied in

customer needs identification process by customer service officers of BRI Banks.

After deliberately analyzing the data, the conclusions are stated as follow:

1. Not all types of politeness strategies based on Brown and Levinson were

used by customer service officers, male and female. The strategies used

were bald on record strategy, positive politeness strategy, and negative

politeness strategy.

2. Male and female customer service officers used the same politeness

strategies. Both of them, male and female customer service officers tend to

used to used positive politeness strategies because they want to make the

customer feel respected.

3. The reason of using politeness strategies by bank customer service officers

in identifying customer need was triggered by some reason. The reason of

using bald on record during transaction was to convey their intention

directly in order to avoid misunderstanding. The use of positive politeness

strategy mostly was triggered by satisfying hearer positive face. The

to satisfy H’s negative face, to pay respect and deference to listener and to maintain social distance and avoid the threat (or potential face lose) of

advancing familiarity towards the listener.

1. The customer service officers considered some factors in using politeness

strategies in identifying customer need. The factors were Social distance

and closeness, relative status of participants, and amount of Imposition or

degree of friendliness. By awaring these factors, the officers could safe the

herarers face in order to enhance the customer satisfaction.

5.2 Suggestions

Based on the conclusions stated above, this study has some suggestions as

the followings:

1. To students who are studying language to enrich and develop the students

knowledge of pragmatics particularly with the politeness strategies as

subtopic.

2. To other researchers who want to conduct the same topic with different

social interaction and different topic in different social interaction to see

the role of politeness strategy used by for speaker and hearer whether they

obey the politeness strategies during having communication or not.

3. _{To common readers, the pattern of politeness strategies used by customer} service officers and the variety of language style trigger us to be adaptable

and communicative people, voiding conflict by minimizing face

threatening acts in communication as the standard of customer services in

REFFERENCES

Amoako, G. K . 2012. Improving Customer Service in the Banking Industry-Case of Ghana Commercial Bank (GCB)-Ghana. International Business Research Vol. 5, No. 4; April 2012

Bena, Irina, 2010. Evaluating Customer Satisfaction in Banking Service. Management & Marketing 2010 Vol. 5, No. 2, pp. 143-150

Boghdan and Biklen. 1992. Qualitative Research for Education. USA: A Division of Simon and Schuster

Brown And Levinson, S. 1987. Universal in language Usage: Politeness Phenomena. Cambridge University.

Clark, C. 2008. Is Courtesy Enough? ‘Solidarity’ in Call Center Interactions. Ross School of Business Working Paper Series Working Paper No. 1103 May 2008. University of Michigan

Cutting, J. 2002. Pragmatics and Discourse. New York. Routledge.

Cresswell, J. 1998. Qualitative Inquiry and Research Design. United States of America: Sage Publications

Emdelellah, Omar Muhammad Farhat, 2013. Gender, Power, Politeness and Women in the Arab Society. IJ-ELTS: International Journal of English Language & Translation Studies. Sheba: Lybia.

Gilmour, R. 1999. Act Public Service Customer Service Standards Canberra: Australian Capital Territory Government.

Hasibuan, A. 2012. Politeness Strategies of Gender Differencs in Batak Mandailing. Unpublished. Thesis. Medan. English Applied Linguistics Study Program. Postgraduate School. State University of Medan.

Held, G. 1999, Submission Strategies as an Expression of the Ideology of Politeness: Reflections on the Verbalization of Social Power relations. Journal of International Pragmatics Association (IPrA), Vol.9.No.1. p.21.

Javadi, M.H.M, 2012. Gaps of Service Quality in Private Banks Customers Regarding SERVQUAL in Isfahan, Iran. Journal of Sociological Research. ISSN 1948-5468 2012, Vol 3, No. 2.

Lincoln &Guba, 1985. Trustworthiness.accessed on 22nd June 2012.

Lucas 2005. Global Journal of Management and Business Research

Mahmoud, A. 2013. An Analysis of Apology as a Politeness Strategy Expressed by Jordanian University Students. International Journal of Humanities and Social Science: Vol.3 No.2

Miles and Huberman. 1984. Qualitative Data Analysis. California: Sage Publication, Inc.

Milss, S. 2003 Gender and Politeness. Cambridge:Cambridge University Press

Olaleke, O. 2010. Assessing The Relationship Between Service Quality and Customer Satisfaction; Evidence from Nigerian Banking Industry. Global Journal of Management and Business Research. Vol. 10 Issue 3 (Ver 1.0) June 2010

Owusu-Frimpong, N. 1999. Patronage Behaviour of Ghanaian Bank Customers. International Journal of Bank Marketing, 17(7), 335-341

Panjaitan, N. 2015. Politeness Strategies of Male and Female Differences in Customer Services Mandiri Bank. Unpublished. Thesis. Medan. English Applied Linguistics Study Program. Postgraduate School. State University of Medan.

Penfold, P. 2014. Tourism and Hospitality Studies Customer Relations and Services. The Hong Kong Polytechnic University and PSHE Section, Curriculum Development Institute. Hongkong

Potluri, R. M., & Mangnale, V. S. 2011.Critical Factors of Customer Satisfaction in Ethiopian Service Sector. Asian Journal of Business Management, 3(1), 1-7.

Ramadhani, P. 2015. Politeness Strategies and Gender Differences in Javanese Indirect Speech Acts. Unpublished. Thesis. Medan. English Applied Linguistics Study Program. Postgraduate School. State University of Medan.

Reiter, R. M 2000. Linguistic Politeness in Britain and Uruguay: A Contrastive Study of request and Apologies. Amsterdam: John Benjamins

Rozman,Z.K 2005. The Role of Politeness in Bussiness Discourse.Jezik U DrustvenojInterakcij.

Sudiono, L. 2012. Bank Mandiri Tinggal

Kenangan.(http://www.kompasiana.com) accessed on 7th August 2012.

Yule. G. 1996. The Pragmatics of Politeness in Scientifics Articles in Applied Linguistics. New York : Oxford University.

Zeithaml, A., Valarie, B., & Mary, J. 2003. Services Marketing (3rd ed.). New York: McGraw-Hill.

Khotimah, N. 2012.Kecewa dengan Pelayanan Bank BRI Duri- Riau, (http://www.kompas.com) accessed on 7th August 2012.

Saheed, A. 2015. Diploma in Customer Service. University of Ibadan (https://ibadan.academia.edu/AdedokunSaheed). Accessed on April 2015

Sudiono, L. 2012. Bank Mandiri Tinggal