{"title":"Service recovery types on customer forgiveness: a moderated moderation model of promotions and customer type","authors":"Kowoon Kim, Hong-Youl Ha","doi":"10.1080/10941665.2023.2293806","DOIUrl":null,"url":null,"abstract":"ABSTRACT This study examines the effect of three justice types' direct and three-way interactions on customer forgiveness, including the two moderators of sales promotions and customer type. Notably, the analysis revealed that procedural justice's impact on customer forgiveness is significant, but the direct effects of distributive and interactional justice are insignificant. Specifically, the more positive the non-complainers' evaluations of service recovery efforts, the more forgiving they are in response to price discounts. Meanwhile, although complainers respond positively to price discounts, their reactions to coupons and discounts are similar and increase somewhat in a positive nature.","PeriodicalId":47998,"journal":{"name":"Asia Pacific Journal of Tourism Research","volume":"26 3","pages":"1417 - 1433"},"PeriodicalIF":4.3000,"publicationDate":"2023-12-02","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"Asia Pacific Journal of Tourism Research","FirstCategoryId":"91","ListUrlMain":"https://doi.org/10.1080/10941665.2023.2293806","RegionNum":3,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q1","JCRName":"HOSPITALITY, LEISURE, SPORT & TOURISM","Score":null,"Total":0}
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Abstract
ABSTRACT This study examines the effect of three justice types' direct and three-way interactions on customer forgiveness, including the two moderators of sales promotions and customer type. Notably, the analysis revealed that procedural justice's impact on customer forgiveness is significant, but the direct effects of distributive and interactional justice are insignificant. Specifically, the more positive the non-complainers' evaluations of service recovery efforts, the more forgiving they are in response to price discounts. Meanwhile, although complainers respond positively to price discounts, their reactions to coupons and discounts are similar and increase somewhat in a positive nature.
期刊介绍：
Asia Pacific Journal of Tourism Research is the official journal of the Asia Pacific Tourism Association (Founded September 1995) and seeks to publish both empirically and theoretically based articles which advance and foster knowledge of tourism as it relates to the Asia Pacific region. The Journal welcomes submissions of full length articles and critical reviews on major issues with relevance to tourism in the Asia Pacific region.
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