Achieving Forgiveness: Do Service Recoveries and Relationships Really Matter?

This study examines how relationships and service recovery drive the three primary motivations of forgiveness. The results showed that relationships impacted two of the three forgiveness-related motivations whilst favourable service recoveries successfully impacted all three. This suggests that service recoveries are better at enhancing forgiveness.



Citation:

Sokkha Tuy and Laszlo Sajtos (2012) ,"Achieving Forgiveness: Do Service Recoveries and Relationships Really Matter?", in AP - Asia-Pacific Advances in Consumer Research Volume 10, eds. , , and , Duluth, MN : Association for Consumer Research, Pages: 346-349.

Authors

Sokkha Tuy, University of Auckland
Laszlo Sajtos, University of Auckland



Volume

AP - Asia-Pacific Advances in Consumer Research Volume 10 | 2012



Share Proceeding

Featured papers

See More

Featured

A4. Persuasive Messaging in the Modern Media Landscape: Character Assassinations in Social Network’s Echo Chambers

Niek Althuizen, ESSEC Business School
Sourjo Mukherjee, ESSEC Business School
Negin Latifi Kasani, ESSEC Business School

Read More

Featured

Seeing Brands Through Rose-Colored Lenses: When Fear of Being Taken Advantage Of Leads to Increased Trust

Steven Shepherd, Oklahoma State University, USA
Gavan Fitzsimons, Duke University, USA

Read More

Featured

Dimming the Light Offers A Creative Lens: The Impact of Ambient Illuminance on Creativity Assessment

Chen Wang, Drexel University, USA
Ravi Mehta, University of Illinois at Urbana-Champaign, USA
Rui (Juliet) Zhu, Cheung Kong Graduate School of Business, China
Jennifer Argo, University of Alberta, Canada

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.