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

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 subjec...

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Main Authors: Cheng, Eugene Xi Aw, Hui, Stephanie Wen Chuah, Sabri, Mohamad Fazli, Chong, Han Xi
Format: Article
Published: Inderscience 2022
Online Access:http://psasir.upm.edu.my/id/eprint/102627/
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spelling my.upm.eprints.1026272023-11-06T07:08:44Z http://psasir.upm.edu.my/id/eprint/102627/ Wea want apology! Tailoring service recovery and self-construal to earn customer forgiveness Cheng, Eugene Xi Aw Hui, Stephanie Wen Chuah Sabri, Mohamad Fazli Chong, Han Xi 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. Inderscience 2022-10 Article PeerReviewed 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
institution Universiti Putra Malaysia
building UPM Library
collection Institutional Repository
continent Asia
country Malaysia
content_provider Universiti Putra Malaysia
content_source UPM Institutional Repository
url_provider http://psasir.upm.edu.my/
description 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.
format Article
author Cheng, Eugene Xi Aw
Hui, Stephanie Wen Chuah
Sabri, Mohamad Fazli
Chong, Han Xi
spellingShingle Cheng, Eugene Xi Aw
Hui, Stephanie Wen Chuah
Sabri, Mohamad Fazli
Chong, Han Xi
Wea want apology! Tailoring service recovery and self-construal to earn customer forgiveness
author_facet Cheng, Eugene Xi Aw
Hui, Stephanie Wen Chuah
Sabri, Mohamad Fazli
Chong, Han Xi
author_sort Cheng, Eugene Xi Aw
title Wea want apology! Tailoring service recovery and self-construal to earn customer forgiveness
title_short Wea want apology! Tailoring service recovery and self-construal to earn customer forgiveness
title_full Wea want apology! Tailoring service recovery and self-construal to earn customer forgiveness
title_fullStr Wea want apology! Tailoring service recovery and self-construal to earn customer forgiveness
title_full_unstemmed Wea want apology! Tailoring service recovery and self-construal to earn customer forgiveness
title_sort wea want apology! tailoring service recovery and self-construal to earn customer forgiveness
publisher Inderscience
publishDate 2022
url http://psasir.upm.edu.my/id/eprint/102627/
_version_ 1783879940732616704
score 13.209306