UPM Institutional Repository

Wea want apology! Tailoring service recovery and self-construal to earn customer forgiveness


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


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.

Download File

Full text not available from this repository.

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

Actions (login required)

View Item View Item