Expressing gratitude versus empathetic apology: which one is better to use as an initial recovery strategy after a service failure?

Abstract

Purpose

The main purpose of this work is to evaluate the different psychological impacts of two initial verbal recovery strategies (gratitude vs empathetic apology) on the consumers' loyalty after a service failure. The proposed theoretical model also appraises the mediating role of two emotional responses (consumer forgiveness, consumer anger) and consumer self-esteem and the moderating role of self-oriented perfectionism.

Design/methodology/approach

Two studies (i.e. an experimental design and a field study) are considered for this investigation to assess the effectiveness of gratitude expression versus empathetic apology on post-recovery loyalty and test the effects of mediators and the moderator applied between the verbal recovery strategies and post-recovery loyalty.

Findings

The results of Study 1 revealed the supremacy of gratitude to empathetic apology in maintaining consumers' loyalty after service failure recovery. The better impact of gratitude expressed in increasing post-recovery loyalty is mediated through the elevation of consumers' forgiveness, the reduction of consumers' anger and consumers' self-esteem. The findings of Study 2 indicated that gratitude increases more post-recovery loyalty through individuals with a high level of self-oriented perfectionism.

Research limitations/implications

Future research could examine other service failure situations, different types of service recovery, mediators or moderators, which contribute to the service marketing literature.

Practical implications

After a service failure, using gratitude expressions to consumers often makes them feel better and more valuable.

Originality/value

This work increases service providers' knowledge in using proper expressions after a service failure to help elevate consumers' positive reactions resulting in maintaining their loyalty.

Citation

Ahmadi, A. and Fakhimi, S. (2021), "Expressing gratitude versus empathetic apology: which one is better to use as an initial recovery strategy after a service failure?", Journal of Contemporary Marketing Science, Vol. 4 No. 3, pp. 341-361. https://doi.org/10.1108/JCMARS-01-2021-0001