Exploring Consumer Forgiveness in Service Failures

Yelena Tsarenko, Monash University, Australia
Yuliya Strizhakova, Rutgers University, USA
Despite the significant increase in service failures, little attention is given to understanding the notion of consumer forgiveness. Drawing upon 15 in-depth interviews with consumers across three service industries, we discuss three main discourses of consumer forgiveness. Our research offers a novel perspective on the way consumers frame and interpret unsatisfactory service incidents.
[ to cite ]:
Yelena Tsarenko and Yuliya Strizhakova (2011) ,"Exploring Consumer Forgiveness in Service Failures ", in NA - Advances in Consumer Research Volume 38, eds. Darren W. Dahl, Gita V. Johar, and Stijn M.J. van Osselaer, Duluth, MN : Association for Consumer Research.