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The Roles of Forgiveness towards Repurchase Intentions from a Cross Cultural Perspective

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  • Arirat Chueabunkoet Noth
  • Pensri Jaroenwanit
  • Rudolph Henry Brown

Abstract

This paper aims to investigate the relationship between forgiveness towards repurchasing intentions from a cross cultural perspective. The study was conducted in the airline industry where customers believed the airline service was not up to expectations. The survey used questionnaires to collect data from Thai and European passengers who had perceived failure of service experienced in the international airline. The result of this study found that Thai and European customers have a different degree of collectivism and forgiveness. Collectivism culture has a positive effect to forgiveness and repurchase intention. Furthermore, customer forgiveness has a positive relationship with the customer’s intention to repurchase. More specifically, the study incorporates customer forgiveness as a mediator, thus forgiveness can be influenced by cultural values and can perform the role as a coping strategy by the customer to release negative emotional responses from a service failure and open a gate of opportunity for a customer repurchase intention.

Suggested Citation

  • Arirat Chueabunkoet Noth & Pensri Jaroenwanit & Rudolph Henry Brown, 2015. "The Roles of Forgiveness towards Repurchase Intentions from a Cross Cultural Perspective," Athens Journal of Business & Economics, Athens Institute for Education and Research (ATINER), vol. 1(3), pages 221-234, July.
    • Handle: RePEc:ate:journl:ajbev1i3-4
    DOI: =10.30958/ajbe.1-3-4
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    References listed on IDEAS

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    1. Zeelenberg, M. & Pieters, R., 2004. "Beyond valence in customer dissatisfaction : A review and new findings on behavioral responses to regret and disappointment in failed services," Other publications TiSEM 7bfb4aa9-cba7-4786-850d-1, Tilburg University, School of Economics and Management.
    2. Maxham, James III, 2001. "Service recovery's influence on consumer satisfaction, positive word-of-mouth, and purchase intentions," Journal of Business Research, Elsevier, vol. 54(1), pages 11-24, October.
    3. Zeelenberg, Marcel & Pieters, Rik, 2004. "Beyond valence in customer dissatisfaction: A review and new findings on behavioral responses to regret and disappointment in failed services," Journal of Business Research, Elsevier, vol. 57(4), pages 445-455, April.
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    1. Ivatul Laili & Sumiati & Sudjatno, 2022. "The effect of service failure on customer loyalty through customer forgiveness and service recovery as mediation variables:A study on go-car in Surabaya," International Journal of Research in Business and Social Science (2147-4478), Center for the Strategic Studies in Business and Finance, vol. 11(4), pages 23-29, June.
    2. Yuan, Denghua & Lin, Zhibin & Filieri, Raffaele & Liu, Ran & Zheng, Mengqin, 2020. "Managing the product-harm crisis in the digital era: The role of consumer online brand community engagement," Journal of Business Research, Elsevier, vol. 115(C), pages 38-47.

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