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Appreciation vs. apology: When and why does face covering requirement increase revisit intention?

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  • Luo, Anqi
  • Ye, Tian
  • Xue, Xunyue
  • Mattila, Anna S.

Abstract

While many retailing businesses have responded to the Covid-19 crisis by instituting various new rules, there is scant research examining how to effectively communicate such preventive measures to customers. This study investigates the joint effect of policy type (mandatory versus voluntary) and message framing (appreciation versus apology) on customers’ compliance and revisit intention. An online experiment was conducted with 201 US participants. Results suggest that when the message is framed with appreciation, a mandatory (vs. voluntary) mask-wearing policy causes less reactance, leading to higher compliance and revisit intention. However, such differences are attenuated with apologetic messaging. Practical implications for retailer-customer communications on crisis policies are discussed.

Suggested Citation

  • Luo, Anqi & Ye, Tian & Xue, Xunyue & Mattila, Anna S., 2021. "Appreciation vs. apology: When and why does face covering requirement increase revisit intention?," Journal of Retailing and Consumer Services, Elsevier, vol. 63(C).
    • Handle: RePEc:eee:joreco:v:63:y:2021:i:c:s096969892100271x
    DOI: 10.1016/j.jretconser.2021.102705
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    1. Song, Mengmeng & Zhang, Huixian & Xing, Xinyu & Duan, Yucong, 2023. "Appreciation vs. apology: Research on the influence mechanism of chatbot service recovery based on politeness theory," Journal of Retailing and Consumer Services, Elsevier, vol. 73(C).
    2. De Hooge, Ilona E. & Straeter, Laura M., 2023. "Don't tell me you are sorry with a gift: The negative consequences of apology gifts," Journal of Retailing and Consumer Services, Elsevier, vol. 70(C).
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    4. Huang, Yu-Shan (Sandy) & Dootson, Paula, 2022. "Chatbots and service failure: When does it lead to customer aggression," Journal of Retailing and Consumer Services, Elsevier, vol. 68(C).

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