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
Share Proceeding
Featured papers
See MoreFeatured
Q6. Online Social Status Predicts Subjective Well-being: a Two Population Study
Rui Du, University of Hawaii, USA
Miao Hu, University of Hawaii, USA
Featured
Deprivation of Control and the Phonetic Appeal of Brand Names
Jamel Khenfer, Zayed University
Caroline Cuny, Grenoble Ecole de Management
Featured
Shades of Rejections: The Effect of Rejection Frames on Commitment to Choice
Jen H. Park, Stanford University, USA
Itamar Simonson, Stanford University, USA