Observer Retaliation: Apology Components Affect on Observing Customers’ Reactions

Authors

  • Todd A. McClure University of Central Missouri
  • Ginger Killian Rollins College
  • J. Michael Pearson Southern Illinois University-Carbondale

Keywords:

Apology Components, Observing customer, Service recovery, Uncivil Behavior

Abstract

The purpose of this paper is to investigate how observing customers’ react after witnessing an apology containing four unique components. The present research examines the influence of apology characteristics on observing customers’ negative word-of-mouth and return intentions. Four apology components (timeliness, accepting responsibility, initiation, and remorse) were examined.

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Published

2020-02-02 — Updated on 2021-12-22

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Vol. 32 (2019): The Journal of Consumer Satisfaction, Dissatisfaction and Complaining Behavior

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Journal Articles

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