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When service failure leads to sin: Exploring service transgression and customer forgiveness in a multi-faith context

Yit Sean Chong (School of Business, Monash University Malaysia, Sunway, Malaysia)
Pervaiz K. Ahmed (School of Business, Monash University Malaysia, Sunway, Malaysia)

Journal of Service Theory and Practice

ISSN: 2055-6225

Article publication date: 13 March 2018

Issue publication date: 20 August 2018

877

Abstract

Purpose

The purpose of this paper is to examine the notion of “service transgression” which violates customers’ religious beliefs through observing certain dietary guidelines that shape their religious identity. While service transgression and customer forgiveness are predominantly examined using experimental procedures or questionnaire survey in existing studies, this study adopts an interpretive paradigm to explore the complexities and idiosyncratic narratives of individual perceptions.

Design/methodology/approach

Detailed narrative accounts of 15 participants consisting of five Muslims, five Buddhists and five Hindus; who are working adults residing in Malaysia were gathered via in-depth interviews. Critical incident technique was employed with interpretive approach being undertaken to uncover key themes that form the essence of experiences in service transgressions.

Findings

The responses from participants were mainly contingent to the individuals’ interpretations of their religious expectations in the assessment of the incidents. Observations from the interview protocols reveal common themes in the consideration of whether one has indeed transgressed against the religious norms, the assignment of blame and responsibility and reparation of relationships. From the findings of this study, the authors developed a typology of conflict framing categories: “damaged identity”, “identity at risk” and “identity preservation” by considering both dyadic and triadic service relationships in service failure incidents which involve a violation of customers’ religious belief systems.

Practical implications

The outcome of this study seeks to inform service providers on the impact of service transgression of this nature upon consumers particularly in a multi-faith society. Additionally, this study provides insights into the implementation of service recovery strategies if and when such situation arises.

Originality/value

By undertaking a narrative enquiry, this study uncovers personal sense making in this phenomenon within the contextual frame of societal and historical norms. The outcome of this study provides insights to service providers on the impact of service transgression upon consumers particularly in a multi-faith context such as Malaysia. Additionally, this study discusses managerial implications associated with the implementation of service recovery strategies if and when such situation arises.

Keywords

Acknowledgements

This paper forms part of a special section “Services marketing and customer experience”.

The authors would like to thank the Special Issue Editor and the anonymous reviewers for their helpful advice and constructive comments that greatly improved the final version of the paper. Additionally, the authors would like to thank the Global Asia in the 21st Century Platform and School of Business in Monash University Malaysia for the research grants (HE-13-SG-2 and B-3-14) that made this project possible. The first author would like to extend a special acknowledgement to the Department of Marketing, University of Auckland for the insightful feedback received for this paper, during the author’s visit to the University from February to April 2017.

Citation

Chong, Y.S. and Ahmed, P.K. (2018), "When service failure leads to sin: Exploring service transgression and customer forgiveness in a multi-faith context", Journal of Service Theory and Practice, Vol. 28 No. 4, pp. 410-433. https://doi.org/10.1108/JSTP-02-2017-0024

Publisher

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Emerald Publishing Limited

Copyright © 2018, Emerald Publishing Limited

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