The effect of service failure on customer loyalty through customer forgiveness and service recovery as mediation variables:A study on go-car in Surabaya

Ivatul Laili, Sumiati and Sudjatno
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Ivatul Laili: Faculty of Economic and Business, University of Brawijaya, Mastrip Warugunung street, Karangpilang 60221, Surabaya, Indonesia
Sumiati: Ph.D., Faculty of Economics and Business, University of Brawijaya, Soekarno Hatta street, Griya Shanta, 65141, Malang, Indonesia
Sudjatno: Ph.D., Faculty of Economics and Business, University of Brawijaya, Soekarno Hatta street, Griya Shanta, 65141, Malang, Indonesia

International Journal of Research in Business and Social Science (2147-4478), 2022, vol. 11, issue 4, 23-29

Abstract: This paper aims to examine more deeply the role of the customer forgiveness and service recovery variables on the relationship between service failure and loyalty. This research uses a go-car service on a gojek as the object of research. Go-car service was chosen because it is one of the services in Go-jek that has received a lot of criticism from its users. The respondents in this research were Go-Car service users who had experienced service failures when using the service. The determination of the number of samples in this research used a purposive sampling technique with a sample of 200 respondents. The method of collecting data is using a questionnaire, the data is analyzed using PLS-SEM. Key Words:Customer Loyalty, service failure, customer forgiveness, service recovery

Date: 2022
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