Factors influencing consumer forgiveness: a systematic literature review and directions for future research

Abstract

PurposeConsumer forgiveness is an important concept in service failure and recovery research. To advance knowledge and develop future research agenda in this domain, this paper provides a systematic review of the literature on factors influencing consumer forgiveness while adopting the customer journey perspective.Design/methodology/approachUsing the Preferred Reporting Items for Systematic Reviews and Meta-Analyses (PRISMA) protocol, a systematic literature review (SLR) was conducted of 102 peer-reviewed journal articles, on factors influencing consumer forgiveness, published between January 2000 and December 2020.FindingsThe authors' analysis offers a detailed account of the factors influencing consumer forgiveness across the three stages of the service journey: pre-transgression, transgression and recovery. From the review, the authors identified significant gaps relating to the interactions between the relevant factors influencing forgiveness throughout the various stages of the consumer service journey. Based on the findings, the authors offer several research questions to help managers optimize customer forgiveness following a service failure throughout each stage of consumer service journey.Originality/valueThe authors' review synthesizes the literature on factors contributing to consumer forgiveness and integrates these factors into the customer service journey. The authors' findings inform directions for future research and provide insights regarding the measures that service providers should take to understand and encourage consumer forgiveness.

Systematic review on consumer forgiveness: Clarifying the domain and future research agenda

“…On the other hand, consumer forgiveness can be understood and analyzed via the lens of the customer journey. Consumer forgiveness is not considered solely a consequence of service transgressions but encompasses a broader perspective (Kim et al, 2023).…”

“…This will be achieved by assessing the current literature on consumer forgiveness, which is very important in service marketing. To the extent of our current understanding, there has been a lack of comprehensive literature review studies on consumer forgiveness, except for a solitary study conducted by Kim, Ho, Tan and Casidy (2023). In their study, Kim et al (2023) thoroughly examine the various elements influencing consumer forgiveness through a systematic literature review.…”

“…To the extent of our current understanding, there has been a lack of comprehensive literature review studies on consumer forgiveness, except for a solitary study conducted by Kim, Ho, Tan and Casidy (2023). In their study, Kim et al (2023) thoroughly examine the various elements influencing consumer forgiveness through a systematic literature review. This study differs from the previous review by conducting a systematic literature review of existing studies about consumer forgiveness.…”

Managing Consumer Anger And Consumer Forgiveness Through Service Recovery Strategies In Transportation Sector

“…Competition in the transportation sector is increased as the demand for public transportation is increased but it can lead to more complexity than make it difficult to overcome the worse situation (Hamzah et al, 2023). Customers are more interested to establish a relationship with those service providers that best meet their expectations (Kim et al, 2023).…”

When frontline robots emerge: the double-edged-sword effect of anticipated trust on intention to switch brands after service failure

“…Tolerance of service failure is the level of consumer acceptance of a service provider's failure to meet expectations or to complete a service (Khamitov et al. , 2020), and such a positive response helps repair the relationship between consumers and the service brand, thus mitigating any damage caused by service failure (Kim et al. , 2023).…”