| Autor: |
Aw, Eugene Cheng-Xi, Chuah, Stephanie Hui-Wen, Sabri, Mohamad Fazli, Chong, Han-Xi |
| Zdroj: |
International Journal of Services, Economics and Management; 2022, Vol. 13 Issue: 3 p225-242, 18p |
| Abstrakt: |
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. |
| Databáze: |
Supplemental Index |
| Externí odkaz: |
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