Service Failure and Recovery: The Role of Customer Forgiveness and Perceived Justice in Customers’ Coping Behaviors
This research investigated the role of customer forgiveness as the underlying mechanism of the effect of service failure severity on customers’ coping behaviors. It also investigated the moderating role of customers’ justice perceptions in the proposed model. The findings showed that customer forgiveness is essential in mending the relationships and lowering customer avoidance. Customer forgiveness was less negatively affected by service failure severity when customer perceived service providers’ recovery efforts with higher levels of justice. Additionally, this research explored the moderating effects of three dimensions of justice on the relationship between service failure severity and customer forgiveness. The findings demonstrated that the higher levels of distributive justice weakened the negative effect of service failure severity on customer forgiveness, especially when customer perceived lower levels of interactional justice. However, such effect was lessened when customer perceived higher levels of interactional justice.
Honora, A., Wang, Kai-Yu, and Chih, Wen-Hai (2023). Service failure and recovery: The role of customer forgiveness and perceived justice in customers’ coping behaviors. Association of Marketing Theory and Practice Proceedings 2023. 37. https://digitalcommons.georgiasouthern.edu/amtp-proceedings_2023/37