Toward Optimal Symbolic Recovery: Why and When “Thank You” Is Better Than “Sorry” in Addressing Service Delays

Across six experiments, we demonstrate appreciation as an alternative and often more effective symbolic recovery strategy than apology in addressing service delays. We show that although apology repairs consumers’ thwarted self-esteem, appreciation goes beyond this reparative effect by further boosting self-esteem, thereby increasing recovery satisfaction. Boundary conditions are also identified.



Citation:

Yanfen You, Xiaojing Yang, Lili Wang, and Xiaoyan Deng (2018) ,"Toward Optimal Symbolic Recovery: Why and When “Thank You” Is Better Than “Sorry” in Addressing Service Delays", in NA - Advances in Consumer Research Volume 46, eds. Andrew Gershoff, Robert Kozinets, and Tiffany White, Duluth, MN : Association for Consumer Research, Pages: 874-875.

Authors

Yanfen You, New Mexico State University, USA
Xiaojing Yang, University of Wisconsin - Milwaukee, USA
Lili Wang, Zhejiang University
Xiaoyan Deng, Ohio State University, USA



Volume

NA - Advances in Consumer Research Volume 46 | 2018



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