Volume 22

Volume 20, Volume 21, Volume 22, Volume 23, Volume 24, Volume 25

Idiomaticity and Classical Traditions in Some East Asian Languages

1This research is supported by the Research Grants Council Committee of the University Grants Council of HongKong ((1) General Research Fund (GRF) Project No. 844012 “Quadrasyllabic Idiomatic Expressions (QIEs) in Chineseand neighboring Languages: An Investigation into Linguistic and Cultural History” and (2) GRF Project No.148908 “AQuantitative and Qualitative Comparison of Word Formation in Modern Standard Chinese and Early Modern Chinese”).I am grateful for comments leading up to this paper from co-investigators in the two projects: Andy Chin, HintatCheung, and particularly Shin Kataoka who has drawn my attention to many of the examples in this paper.39On the other hand, when two related languages have dissimilar terms to express similar objects orevents, then the difference could well represent salient non-linguistic variations. For example, theword for government in Indonesia is Pemerintah and in Malay Kerajaan. In the latter case ofMalay, the word reflects the structure of government involving constitutional monarchy (asindicated by “Rajah”) whereas the case of Indonesian reflects an organization structure presidedover by a leader. The form Selamat means “hello” in Indonesia and Malaysia, originating fromSemitic languages: Arabic Salam “peace” e.g. Salaam Alaikum “peace be with you” and HebrewShalom (peace). But in the Philippine languages, it means “thank you”. This shift of meaning maynot be unreasonable if we consider the broader context of language contact interaction in which wefind the universal and customary conversation opening and closing moves, which are the same inIslamic societies (Salaam Alaikum), in stark contrast to English (with hello-hi and goodbyerespectively) and other languages. In the exchange of identical but multifunctional pragmaticexpressions during the opening and closing communicative moves among participants, a possiblesemantic switching taking place could be understandable.In Asia, two long standing major classical traditions have been recognized:(I) Sanskrit base [Indosphere2]Devanagari, on which the Sanskrit writing system is based, has influenced the writing systems ofIndosphere languages of the South Asian subcontinent, Burmese, Thai, Lao, Tibetan etc, but notIndonesia and Malaysia in which once dominant Hindu Kingdoms in the Indonesian archipelagohave given way to Islamic sultanates, with exceptions to be found in Bali, for example. In theselanguages, there has not been much evidence of the Indic past in non-materialistic terms, other thanloan words, while Jawi, the script derived from Arbic, still survives.(II) Sinitic base [Sinosphere]Its emblematic logographic writing system has greatly influenced the historical development ofSinosphere writing systems in Japan, Korea, Vietnam, and among other ethnic groups like the Nasietc, on which the associated classical traditions, including the Chinese classical language have hadsignificant impact. Thus their students to this day are often exposed to literary classics of Chineseorigin such as the Chronicles of Three Kingdoms (三國演義) and Water Margin or All Men andBrothers (水滸傳). This tradition bears interesting comparison with the lesser trend of students inThailand, Laos, and Cambodia (but not Indonesia or Malaysia) studying the Indic epic Ramayama.One distinctive feature of languages associated with Sinosphere is the importance given torelatively unique idiomatic expressions such as 不三不四 [not-3-not-4] “improper”, similar toEnglish “neither fish nor fowl” but with stronger negative connotations. For example, civil servantsin Japan, Korea and Vietnam, in order to gain promotion, have to take language examinations inwhich there are expectations on familiarity with such expressions. This is often seen as a difficultand arduous task because of the drastic typological linguistic differences between Japanese, Koreanand Vietnamese on the one hand, and Chinese on the other hand. Thus, considerable efforts have tobe made by the civil servant aspiring to promotion.It is interesting to note that whereas Korea and Japan, for example, have adopted the Chineselogographic writing system, and have even incorporated it into basically at one time or another 2 Matisoff (1990) proposed the terms Sinosphere and Indosphere to distinguish between two major and oftensuperimposed cultural traditions within Asia.40bimodal writing systems. On the other hand, related languages such as Mongolians and Manchusswitched to the Chinese language when they conquered all of China, rather than imposed their ownlanguage as the native language, with possible adaptation or adoption of the logographic script.There were some minor unsuccessful attempts such as that by the Kitan Kingdom (契丹) whichdeveloped a demotic script, and the use of Phags-Pa script of the Mongols, which though squarishin shape and written from right to left, was much more influenced by the writing system of theTibetans who have shared Lamaism as a common religion. 3This is because in puritanical times, churches would have been good examples of frugality and so there would nothave been much leftover for the resident mice there. The use of QIE in Chinese is pervasive in many domains of discourse and language use. Forexamples:(13) Greetings: 好久不見 [very-long-no-see] “long time no see”, 不見不散 [no-see-no-disperse] “wait until we meet”(14) Slogans: 安全第一 [safe-whole-number one] “safety is top priority”, 酒後勿駛[drink-after-don’t-drive] “don’t drive if you drink”(15) Movie names: 窈窕淑女 [slim-fit-gentle-lady] “My Fair Lady”, 浩劫重生[calamity-again-alive] “Cast Away”(16) Advertisement (Real Estate): 全海靚裝 [all-sea-beautiful-renovation] “fullseaview”, 樓皇氣派 [building-emperor-air-atmosphere] “imperial bearing”Chinese QIEs are relatively distinct linguistic structures, standing out from regular language,comparable to the use in English of Latin or Latinate expressions Lacuna/ lacunae; Caveat emptor.Specifically, some defining characteristics of QIEs may be summarized as follows:a) Four syllables or logographsb) Relatively fixed structure and patternsc) Figurative meaning and semantic opacityThe quadrasyllabic structure draws on a basic disyllabic propensity in Chinese, reflecting, forexample, a common reduplicative tendency in addressing close relatives:媽 ma à 媽媽 ma-ma “mother”爸 ba à 爸爸 ba-ba “father”姐 jie à 姐姐 jie-jie “sister”The quadrasyllabic propensity is further evidenced by contractions from pentasyllabic expressions,for examples: (17) 傻人有傻福 à 傻有傻福[Silly-person-has-silly-blessing] à [silly-has-silly-blessing]“Innocence is blessing”(18) 新瓶裝舊酒 à 新瓶舊酒[New-bottle-contains-old-wine] à [new-bottle-old-wine]“New wine in old bottle” 4Zhu-ge-liang 諸葛亮 and Kong-ming 孔明 are names of the same minister whose wisdom is legendary from theChronicles of the Three Kingdoms. In everyday language, quadrasyllabic, pentasyllabic expressions or expressions ofother length may be found but the more frequent use of the former, especially in more formal discourse, would signifyerudition.43QIEs involve discoursal opacity, which entails metalinguistic ability to differentiate between literaland metaphorical usage, which in turn can draw on logical deduction and can project positive ornegative polar sentiments as rhetorical devices. For instance, the QIE 孤男寡女 [lonely-mansingle-woman] “unmarried couple” has negative

Volume 22

A study of Digital Marketing Customer Experiences in E- Channel Retail system in the world, A Meta-analysis of E –Digital Marketing perspective

Abstract In the present digital business scenario, companies are focusing on Omni Channel Retail phenomenon to offer a seamless experience to their customers for achieving competitive advantages at the market space. Due to the involvement of digital technologies like Artificial Intelligence and multi-channel business models, businesses had been adopting Omni Channel Retail business models as a part of digital transformation strategy to offer convenience and enrich services to customers during their journey with respective service providers. This paper is an attempt to provide an insight to Omni Channel Retailers to delight their customers using the generated acumen. A Systematic Literature Review methodology had been adopted for analyzing the extracted articles selected from Web of Science database for final review and analysis. 42 articles published in 14 reputed journals were selected for VOSviewer and Web of Science analytics and future research avenues were proposed to assist academics and practitioners. Keywords: Customer experience, E- Marketing, Retailing, Systematic Literature Review, 1. Introduction Omni-channel retail is not just an integration of channels but it further provides a platform for customer engagement and new ways of interaction. Retailers can easily share customer service related information across the channels (Beck & Rygl, 2015).The advancement of technology and digitalization is liable for interchangeable and seamless customer experience through Omni-channel retail. Therefore, the lines between the various channels specifically in retailing has become blur and this trend is not limited to big businesses only (Brynjolfsson et al., 2013; Trenz, 2015). Due to availability of various channels customers expects consistent and customized services which lead to enhanced brand experience (Picot-Coupey et al., 2016). Increasing usage of internet and social media has completely transformed consumer behaviour such as show rooming and web-rooming (Mosquera et al., 2017). Omni-channel management is the integrated management of all the accessible channels and customer touch-points envisioned to enhance the customer involvement and enactment through channels (Verhoef et al., 2015).In the High tech business environment concept of retailing is continuously developing with the help of emerging communication channels and new customer touch points which further enhance customer experience. The ever demanding customers’ keeps on pressing the brands to offer better shopping experience which in turn is posing challenge to the established brand retailers. Therefore, it can be predicted that Omni channel management is going to be challenging task for the brands in times to come. Explosion of mobile technologies topped with micro communication through social media channels has rewritten the customer expectations. Showrooming, web-rooming etc. are latest behavioral changes emerged as a result of constant close customer communication. In a nutshell, in an Omni-Channel setting, customers are getting the chance to associate with various online and offline channels across their customer journey (Ostrom et al., 2015). The limitations in the existing studies are not lacking of information but the proper analysis of the study is missing from customer relationship and service point of view. There is a need to explore the existing theories and concepts to understand the importance of Omni-channel retail in customer relationship and services context as the “Omni-channel retail” concept is relatively a new research area and hence, very limited research works have been done so far. As per review of existing studies, no review paper has been investigated Omni-channel retail and customer experience with VOSviewer software and Web of Science analytics. The present study is an attempt to bridge the gap to the existing body of knowledge on the studies related to customer experience in Omni Channel Retailing. In this paper, we seek to answer the specified Research Questions (RQ) as stated: RQ1. What is the state of research and general publication trends on Omni Channel Retail in customer experience related studies? RQ2. What are the foundational literature on Omni Channel Retail in customer experience related studies? RQ3. What are future research themes on Omni Channel Retail in customer experience related studies? For addressing the above stated RQ, the research objectives were: i) To offer research insight through extraction and review of articles using Systematic Literature Review approach. ii) To midpoint on research and general publication trends, foundational literature and future research avenue on Omni Channel Retailing studies. A Systematic Literature Review methodology was used by the researcher using three-fold approach to address the stated research questions. Firstly, a descriptive analysis related to latest developments in the field of Omni-channel Retail was conducted based on the number of papers distribution by year, journal sources, citations and country. Articles were selected from Web of Science database using keywords such as “Retail”, “Omni Channel retail”, “Customer Experience in Omni channel Retail”. The paper presents a detailed discussion of prevailing theories and already existing literature. Further the further prospects for Omni Channel retail in the modern retail environment is conferred upon. The paper concluded and stressed the importance of strong omni channel retail strategies for the brands to succeed. Literature review shows that there is a very little consensus on the management of Omni channel retail. This inspired the researcher to present at clear picture of what omni channel management stands and its present position in modern retailing. The paper proposes to contribute to the body on knowledge in following ways. Firstly it removes the clutter created around Omni channel retail by providing clarity among the concepts of multi-channel, omni channel and cross channels. Secondly it gives an overall picture of customer shopping experience related to omni channel marketing. Thirdly it opens opportunity for future research in field of omni channel retail strategies. Fourthly it offers in-depth discussion on the theories related to the topic and realistic implications. The phenomenon is extensively explored for any probable question on omni channel retail. These unveiling of facts will help retailers in the field to develop better understanding on the subject and demand of time to engage more effectively in the process to deliver better customer experience.      2. Methodology In this second section of the research study, we have explained the methodology adopted and implemented to search, select and analyze articles as per the research theme. The selected

Scroll to Top