The Way to Regained Trust Through Service Recovery Is Paved with Consumer Forgiveness: The Effects of Service Failure Characteristics

  • Lee Han
  • Huang Heng-Chiang
  • Shih Chuan-Feng
Conference paper
Part of the Developments in Marketing Science: Proceedings of the Academy of Marketing Science book series (DMSPAMS)


The concept of service recovery has received significant attention in the fields of service marketing. However, scarcely few prior research has attempted to explore service failure from a customer’s psychological perspective, a research gap that this paper aims to fill. We develop a structural equation model to examine the potential factors that may affect consumer forgiveness and test the role of forgiveness as the consumer’s coping strategy in the case of negative service incidents. The model is tested using survey data from online shopper (N = 308). PLS results reveal that in addition to service recovery, consumer forgiveness is also the key to reconstruct relationship with service provider. And brand trust is an important mediator between consumer forgiveness and repurchase intention. This study also shows the extent to which particular situational factors within the context of service failures and consumers’ personal traits may facilitate or impede consumer forgiveness.


Consumer forgiveness Service recovery Brand trust Customer retention 


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Copyright information

© Academy of Marketing Science 2018

Authors and Affiliations

  1. 1.National Taiwan UniversityTaipei CityTaiwan

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