Earning Consumer Forgiveness Through Service Recovery: Roles of Emotion, Money, and Power

This research aims to test how consumers respond to different service recovery strategies. With four studies, we propose and show that consumers would show more forgiveness when they receive emotional recovery than they received economic recovery. The effect is mediated by consumers’ empathy towards companies and moderated by consumer power.



Citation:

Maggie Wenjing Liu, Chuang Wei, and Hean Tat Keh (2019) ,"Earning Consumer Forgiveness Through Service Recovery: Roles of Emotion, Money, and Power", in NA - Advances in Consumer Research Volume 47, eds. Rajesh Bagchi, Lauren Block, and Leonard Lee, Duluth, MN : Association for Consumer Research, Pages: 748-749.

Authors

Maggie Wenjing Liu, Tsinghua University, China
Chuang Wei, Tsinghua University, China
Hean Tat Keh, Monash University, Australia



Volume

NA - Advances in Consumer Research Volume 47 | 2019



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