Abstract
The research studies empirically the role that fairness plays in shaping emotional and behavioral forgiveness among older U.S. consumers (55 years of age and older). A theoretical model is proposed and tested that proposes, consistent with theory on emotions, that perceptions of justice affect behavioral forgiveness through emotional forgiveness. An alternative theory questions whether the effects of justice are totally mediated by emotion. Comparative results support the latter model. The cognitive perceptions of justice display a stronger effect compared to the mediated effect through emotional forgiveness. Additionally, an examination of moderation by psychological age suggests that relatively old and young (psychologically) consumers react in the same manner. While clearly, service managers need to be sensitive to the emotions of senior customers, the results here suggest a stronger role for cognitive perceptions of justice. Thus, service providers need to provide senior consumers with clearly understandable explanations for any service failure and explain how the recovery efforts will compensate for the failure.
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Disclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.