Vasyliuk O. Linguistic Peculiarities of Service Culture (based on Modern English).

The thesis deals with linguistic traits of service culture based on modern English language data. The study focuses specifically on the notion of service culture and its key elements. We determined the interrelation of service culture, corporate discourse, and corporate culture. We analyzed semiotic characteristics of the systems of client’s experience personification. Lexical and structural traits of service culture in the context of a virtual corporate discourse were defined as well. Linguistic characteristics of the feedback in service culture and instruments for defining the clients’ loyalty were analyzed. The variety of approaches were investigated to define such notions as discourse in modern linguistics, corporate discourse, and corporate culture in correlation with service culture, linguistic landscape in corporate and service culture, information visualization, and brand-communication. Phenomenological and pragmatic approaches to the understanding of service culture were also analyzed. Service culture was determined as a set of values, customs and traditions, and norms and standards of behaviour that were formed and are now developing in any economic system. Service culture is part of any organization. As such, it stems from mutual perceptions and conceptions of customer-company interaction.