Citation
Cheng, Eugene Xi Aw and Hui, Stephanie Wen Chuah and Sabri, Mohamad Fazli and Chong, Han Xi
(2022)
Wea want apology! Tailoring service recovery and self-construal to earn customer forgiveness.
International Journal of Services, Economics and Management, 13 (3).
225 - 242.
ISSN 1753-0822; ESSN: 1753-0830
Abstract
The purpose of this study is to examine the impacts of service recovery strategies and self-construal on customer forgiveness. A 2-service recovery (manipulated: apology vs. economic) × 2-self-construal (median: independent vs. interdependent) between-subject experiment was conducted with 164 subjects. Results showed: 1) when apology is given, customers with interdependent self-construal are more likely to forgive compared to customers with independent self-construal; 2) forgiveness negatively influences negative-word-of-mouth. This study provides insight to the literature by indicating that service recovery strategies need to be compatible with customers' self-construal in order to earn forgiveness following a service failure.
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Additional Metadata
| Item Type: | Article |
|---|---|
| Divisions: | Faculty of Human Ecology |
| Publisher: | Inderscience |
| Keywords: | Service recovery; Service failure; Forgiveness; Self-construal; Negative word-of-mouth; Hotel |
| Depositing User: | Mohamad Jefri Mohamed Fauzi |
| Date Deposited: | 06 Nov 2023 07:08 |
| Last Modified: | 06 Nov 2023 07:08 |
| URI: | http://psasir.upm.edu.my/id/eprint/102627 |
| Statistic Details: | View Download Statistic |
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