Customer's forgiveness: an exploratory study

Olivier Morrisson () and Dominique Crié
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Olivier Morrisson: NIMEC - Normandie Innovation Marché Entreprise Consommation - UNICAEN - Université de Caen Normandie - NU - Normandie Université - ULH - Université Le Havre Normandie - NU - Normandie Université - UNIROUEN - Université de Rouen Normandie - NU - Normandie Université - IRIHS - Institut de Recherche Interdisciplinaire Homme et Société - UNIROUEN - Université de Rouen Normandie - NU - Normandie Université

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Abstract: The process of consumer's forgiveness is still relatively unknown in marketing. The main purpose of this paper is to propose an overview of the various works that have been devoted to forgiveness, primarily in psychology. An exploratory qualitative study identifies then the different dimensions of forgiveness in a consumer-business relationship framework.

Keywords: consumer behaviour; equity; satisfaction; services marketing; retaliation behavior (search for similar items in EconPapers)
Date: 2014-05-27
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Published in Proceedings of the 13th Research Conference in Service Management, IAE, University Aix-Marseille III, May 2014, La Londe les Maures, France

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-02101614

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