English Language Needs of Retail Store Employees: A Study on Communication Demands in Business Transactions

This study investigates the English language needs of retail store employees in conducting business transactions and identifies the types of English-speaking activities required to support effective communication in retail settings in Toraja, South Sulawesi, Indonesia. Employing a qualitative descriptive design with thematic analysis following Miles, Huberman, and Saldaña’s interactive model, data were collected through in-depth semi-structured interviews, workplace observations, and document analysis involving twelve retail store employees and four store managers across four retail establishments. Thematic analysis revealed five principal English language need domains: transactional communication, product knowledge communication, complaint and conflict resolution, relationship-building and rapport, and digital-mediated communication. Furthermore, seven essential English-speaking activity types were identified: greeting and service initiation dialogues, product inquiry and recommendation exchanges, negotiation and price discussion activities, complaint handling and problem-solving conversations, telephone and digital communication practices, cross-cultural interaction simulations, and professional presentation and reporting activities. The findings demonstrate that retail employees’ English communication needs extend significantly beyond basic conversational competence to encompass domain-specific vocabulary, pragmatic awareness, and interactional strategies essential for navigating the communicative demands of contemporary retail environments. These findings contribute to the needs analysis literature in English for Specific Purposes and offer empirically grounded implications for language curriculum design, workplace training programs, and English language policy in retail and service industries.