The role of customer forgiveness and perceived justice in restoring relationships with customers

Andreawan Honora (), Kai-Yu Wang () and Wen-Hai Chih ()
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Andreawan Honora: UWA Business School, The University of Western Australia
Kai-Yu Wang: Brock University
Wen-Hai Chih: National Dong Hwa University

Service Business, 2024, vol. 18, issue 3, No 1, 363-393

Abstract: Abstract This research explored whether customer forgiveness mediated the relationships between service failure severity (SFS) and customers’ coping behaviors and examined the moderating role of perceived justice in the proposed model. The results indicated that customer forgiveness played a crucial role in restoring relationships and reducing customers’ avoidance. Higher perceptions of justice for service providers’ recovery efforts weakened the negative effect of SFS on customer forgiveness. Additionally, the results showed that perceived high distributive justice attenuated the negative effect of SFS on customer forgiveness when perceived interactional justice was low. Such an attenuating effect decreased when perceived interactional justice increased.

Keywords: Service failure severity; Customer forgiveness; Reconciliation; Avoidance; Perceived justice (search for similar items in EconPapers)
Date: 2024
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DOI: 10.1007/s11628-024-00563-1

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