Research on the impact of consumer forgiveness on consumer continuous trust

Wei, Jiahua; Zhu, Sai; Lu, Hui; Li, Chao; Hou, Zhiping; Zhou, Xiaohong

doi:10.1080/14783363.2022.2092468

Cited by 7 publications

(9 citation statements)

References 23 publications

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“…We believe that consumer forgiveness is a positive emotion, which urges consumers to buy OTA services again. Huang and Chang ( 2020 ), Cross et al ( 2021 ), Wei et al ( 2022a , b , c ) studied the forgiveness theory and consumer forgiveness theory, some studies also involved relevant studies in the online shopping environment, but there was still a lack of discussion on the moderating effect of consumer forgiveness, and there was no relevant research on OTA service recovery scenarios. Therefore, this study introduces the above related variables and other theories into the research of OTA services, which is a new research scenario with good research value and will enrich the theory of consumer psychology and tourism services.…”

Section: Conclusion and Discussionmentioning

confidence: 99%

The impact of consumer confusion on the service recovery effect of Online Travel Agency (OTA)

Wei

Liu

et al. 2022

Curr Psychol

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This study carried out a scenario experiment in Guangxi, China, and used a questionnaire to obtain the research data of the subjects to explore the service recovery effect of local online travel agencies (OTAs) from the perspective of consumer psychology. The empirical results show that consumer confusion will significantly worsen negative word-of-mouth, and negative word-of-mouth will reduce their repurchase intention. In the above empirical impact relationship research, it shows that negative word-of-mouth and consumer forgiveness play a mediating effect and a moderating effect respectively. Because this study is conducive to responding to and solving the new scenario and problems in the practice of OTA services. It will help to improve the risk resistance of OTA enterprises by providing effective service recovery strategies for these enterprises.

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Section: Conclusion and Discussionmentioning

confidence: 99%

The impact of consumer confusion on the service recovery effect of Online Travel Agency (OTA)

Wei

Liu

et al. 2022

Curr Psychol

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“…Moderating effect of time pressure TP is the perception that there is not adequate time to process information or make decisions (Lv et al, 2021), and the deadlines for fulfilling work are getting more urgent (Song et al, 2023). As previously mentioned, emotional or symbolic recovery is a promising recovery strategy (Wei et al, 2023). It can enhance human-computer connections and is a successful method for chatbots to accomplish service recovery.…”

Section: The Mediating Role Of Customer Empathymentioning

confidence: 99%

“…Continuous trust is a long-term process that results in a greater understanding of one another's behavior, which lowers social anxiety and uncertainty (Ashraf et al, 2020). The empirical findings of Wei et al (2023) revealed that CF has a significant positive impact on CCT. Hence, this research raises the following hypothesis:…”

Section: Customer Forgiveness and Customer Continuous Trustmentioning

confidence: 99%

Chatbot symbolic recovery and customer forgiveness: a moderated mediation model

Zaki,

Al-Romeedy

2024

JHTT

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Purpose Artificial intelligence-based chatbots are frequently used to handle customer complaints in the hospitality and tourism sectors; however, little is known about their recovery strategies. Further, the widespread usage of chatbots is anticipated to affect customers' favorable responses. Therefore, this study aims to examine how chatbots’ symbolic recovery influences customer forgiveness through customer empathy and explore the moderating effect of time pressure on it. Moreover, it investigates the effect of customer forgiveness on customer reconciliation and customer continuous trust. Design/methodology/approach Structural equation modeling was used to analyze data collected from 994 customers who have experienced chatbot recovery in tourism and hospitality during the past four months. Findings The results show that chatbots’ symbolic recovery stimulates customer forgiveness, which subsequently positively affects customer reconciliation and customer continuous trust. Moreover, customer empathy partially mediates the effect of chatbots’ symbolic recovery on customer forgiveness, and time pressure plays a moderating role in the relationship between chatbots’ symbolic recovery and customer forgiveness. Practical implications The results offer highly persuasive insights that may be used to promote chatbots’ symbolic recovery in tourism organizations. The effectiveness of chatbots’ symbolic recovery in achieving customer forgiveness will motivate tourism organizations to use chatbots efficiently in service recovery. Originality/value This study extends the theoretical scope of chatbot research by investigating the symbolic recovery capabilities of chatbots. Moreover, it expands the application of SOR theory in the context of chatbot service recovery and reveals the underlying mechanism behind the impact of chatbots’ symbolic recovery on customer forgiveness, thus building and testing an integrative model of chatbot service recovery.

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“…Scholars advocated the importance and centrality of this concept for improving consumer-brand relationships (Fetscherin and Sampedro, 2019). In this vein, several studies have linked forgiveness to rebuilding trust (Wei et al. , 2022a, b; Liu, 2019; Andersson and Lindgren, 2022), service recovery (Wei et al.…”

Section: Literature Reviewmentioning

confidence: 99%

“…In this vein, several studies have linked forgiveness to rebuilding trust (Wei et al. , 2022a, b; Liu, 2019; Andersson and Lindgren, 2022), service recovery (Wei et al. , 2022a, b; Kaur et al.…”

Section: Literature Reviewmentioning

confidence: 99%

How to transform brand haters into forgivers through emotional intelligence?

Mednini,

Damak Turki

2023

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PurposeConsumers' responses to service failures are influenced not just by company-related issues but also by one's ability to react to stressful situations. The aim of this research is to explore the emotional intelligence of brand haters and transform them into forgivers.Design/methodology/approachThis study used two qualitative methods, namely in-depth semi-structured interviews with a total of 17 participants who have different emotional intelligence levels (high, medium and low) and projective techniques with 6 participants.FindingsThis study's results showed that consumers with high and medium emotional intelligence feel less hate toward a brand and are more likely to forgive it, whereas consumers with low emotional intelligence feel more hate toward a brand and are unwilling to forgive it.Originality/valueTo the best of the authors' knowledge, this study is among the first to shed light on the importance of managing hate by consumers. Findings will help managers understand the importance of consumer personality in a management strategy and explain why some consumers forgive brands while others participate in anti-brand activities.

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Research on the impact of consumer forgiveness on consumer continuous trust

Cited by 7 publications

References 23 publications

The impact of consumer confusion on the service recovery effect of Online Travel Agency (OTA)

The impact of consumer confusion on the service recovery effect of Online Travel Agency (OTA)

Chatbot symbolic recovery and customer forgiveness: a moderated mediation model

How to transform brand haters into forgivers through emotional intelligence?

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