The Influence of Intangible Recovery Strategies on Consumer Forgiveness after Service Failure：The Moderating Roles of Consumers’lay Rationalism

서지정보

· 발행기관 : 국립공주대학교 KNU 기업경영연구소
· 수록지 정보 : 기업경영리뷰 / 12권 / 2호 / 43 ~ 58페이지
· 저자명 : 장아려, 최호규

초록

Service recovery is an important way for businesses to recover consumers, and consumer forgiveness is an im- portant indicator of customer retention. Based on the background of service failure in online shopping, this paper explores the relationship between service recovery, consumer self-esteem, and consumer forgiveness from the perspective of consumer psychology. It also explores the moderating role of consumer rationalism between self- esteem and consumer forgiveness.
Empirical results show that intangible recovery strategies can increase consumers’ self-esteem and, in turn, con- sumer forgiveness. Consumer’s level of lay rationalism moderates the relationship between self-esteem and con- sumer forgiveness; the higher consumer’s lay rationalism, the weaker the relationship.

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