Brand Transgressions: Measuring the Influence of Relationship Marketing Strategies in Customer Forgiveness Behaviour

The study seeks to establish the role of relationship marketing orientation (RMO) on bank customers’ forgiveness, post a transgression. The results suggest positive and significant roles of RMO on the intentions of relationship continuation and forgiveness by customers. This varies by customers’ beliefs about bank’s active role in the transgression.



Citation:

Shubhomoy Banerjee and Sunitha Ratnakaram (2018) ,"Brand Transgressions: Measuring the Influence of Relationship Marketing Strategies in Customer Forgiveness Behaviour", in AP - Asia-Pacific Advances in Consumer Research Volume 12, eds. Shailendra Pratap Jain, Akshaya Vijayalakshmi, and , Duluth, MN : Association for Consumer Research, Pages: 20-21.

Authors

Shubhomoy Banerjee, O.P. Jindal Global University, India
Sunitha Ratnakaram, O.P. Jindal Global University, India



Volume

AP - Asia-Pacific Advances in Consumer Research Volume 12 | 2018



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