The Speech Act of Apology by Filipino Call Center Agents

The Philippines is a global leader in business process outsourcing (BPO). Many foreign investors view the as viable location for their call center operations due to Filipinos' strength English proficiency. This study focuses on inbound accounts that deal with variety of situations, ranging from information requests difficult calls require more time handle, such complaint calls. Since goal any customer satisfaction, this research aims investigate how Filipino agents mitigate and reduce liability guilt towards customers. Results show 90 representatives have successfully produced 'perfect apologies' by providing all five strategies posited Cohen et al. (1986) most However, sequence distorted emphasizing offering repair. leads recommendation training apology be emphasized building personal connections rather than mechanical response situations.