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.


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.


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


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

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