Exploring Consumer Forgiveness in Service Failures

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.



Citation:

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.

Authors

Yelena Tsarenko, Monash University, Australia
Yuliya Strizhakova, Rutgers University, USA



Volume

NA - Advances in Consumer Research Volume 38 | 2011



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