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The effect of religiosity on customer's response to service failure: Belief‐in‐fate, forgiveness, and emotional wellbeing

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  • Samer Sarofim
  • Ahmed Tolba
  • Morris Kalliny

Abstract

This research investigates the effect of religiosity on customers' response to service failure. In three studies, the authors provided evidence to the mediating role of belief‐in‐fate in explaining the effects of religiosity on customers' responses after service failure. The overall model religiosity → belief‐in‐fate → forgiveness → emotional well‐being is investigated in non‐social (study 1) and social (study 2) contexts of service failure. Religiosity corresponded with higher levels of belief‐in‐fate, leading to lower levels of customers' dissatisfaction (study 1) and higher levels of customer's forgiveness (study 2), both leading to a positive significant effect on consumers' emotional well‐being. To test the robustness of the model, religiosity was both measured (studies 1 and 2) and manipulated (study 3). Additionally, the moderating effect of interpersonal justice was ruled out (study 3). The effect of religiosity on belief‐in‐fate and forgiveness was not moderated by interpersonal justice. Theoretical and practical implications are discussed.

Suggested Citation

  • Samer Sarofim & Ahmed Tolba & Morris Kalliny, 2022. "The effect of religiosity on customer's response to service failure: Belief‐in‐fate, forgiveness, and emotional wellbeing," Journal of Consumer Affairs, Wiley Blackwell, vol. 56(1), pages 465-486, March.
    • Handle: RePEc:bla:jconsa:v:56:y:2022:i:1:p:465-486
    DOI: 10.1111/joca.12433
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    1. Elizabeth A. Minton, 2022. "Pandemics and consumers' mental well‐being," Journal of Consumer Affairs, Wiley Blackwell, vol. 56(1), pages 5-14, March.

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