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

Author

Listed:
  • Eugene Cheng-Xi Aw
  • Stephanie Hui-Wen Chuah
  • Mohamad Fazli Sabri
  • Han-Xi Chong

Abstract

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.

Suggested Citation

  • Eugene Cheng-Xi Aw & Stephanie Hui-Wen Chuah & Mohamad Fazli Sabri & Han-Xi Chong, 2022. "'We' want apology! Tailoring service recovery and self-construal to earn customer forgiveness," International Journal of Services, Economics and Management, Inderscience Enterprises Ltd, vol. 13(3), pages 225-242.
    • Handle: RePEc:ids:injsem:v:13:y:2022:i:3:p:225-242
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