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The power of apology in the service recovery
[Le pouvoir de l’excuse dans la récupération de service]

Author

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  • Anis Chtourou

    (CEREFIGE - Centre Européen de Recherche en Economie Financière et Gestion des Entreprises - UL - Université de Lorraine)

Abstract

The apology is a highly effective service recovery strategy that can act as a catalyst to dissipate the negative effects of an incident and elicit customer forgiveness. However, it is not always effective. While some research shows that apologies lead to forgiveness and the restoration of the relationship between consumers and businesses, other research points to the lack of impact on service recovery. The majority of the literature has studied the apology as a binary variable (presence versus absence of apology), which does not allow us to identify the conditions under which apology might be prove an efficient recovery strategy. This study focuses on the apology as a symbolic recovery strategy. It shows the importance of taking its various components into consideration in order to better identify the conditions for its success.

Suggested Citation

  • Anis Chtourou, 2020. "The power of apology in the service recovery [Le pouvoir de l’excuse dans la récupération de service]," Post-Print hal-03010039, HAL.
    • Handle: RePEc:hal:journl:hal-03010039
    DOI: 10.3917/proj.027.0039
    as

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