IDEAS home Printed from https://ideas.repec.org/a/ate/journl/ajbev1i3-4.html
   My bibliography  Save this article

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

Author

Listed:
  • 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
    as

    Download full text from publisher

    File URL: https://www.athensjournals.gr/business/2015-1-3-4-Noth.pdf
    Download Restriction: no
    File URL: https://libkey.io/=10.30958/ajbe.1-3-4?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    References listed on IDEAS

    as
    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.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    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.

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Arora, Swapan Deep & Chakraborty, Anirban, 2021. "Intellectual structure of consumer complaining behavior (CCB) research: A bibliometric analysis," Journal of Business Research, Elsevier, vol. 122(C), pages 60-74.
    2. Haase, Janina & Wiedmann, Klaus-Peter & Labenz, Franziska, 2022. "Brand hate, rage, anger & co.: Exploring the relevance and characteristics of negative consumer emotions toward brands," Journal of Business Research, Elsevier, vol. 152(C), pages 1-16.
    3. Cambra-Fierro, Jesus & Melero, Iguacel & Sese, F. Javier, 2015. "Managing Complaints to Improve Customer Profitability," Journal of Retailing, Elsevier, vol. 91(1), pages 109-124.
    4. Nur’Hidayah Che Ahmat Author_Email: nurhidayahcheahmat@gmail.com & Salleh Mohd Radzi & Mohd Salehuddin Mohd Zahari & Rosmaliza Muhammad, 2011. "The Effect Of Factors Influencing The Perception Of Price Fairness Towards Customer Response Behaviors," 2nd International Conference on Business and Economic Research (2nd ICBER 2011) Proceeding 2011-169, Conference Master Resources.
    5. Ivan Barreda-Tarrazona & Ainhoa Jaramillo-Gutierrez & Daniel Navarro-Martinez & Gerardo Sabater-Grande, 2014. "The role of forgone opportunities in decision making under risk," Journal of Risk and Uncertainty, Springer, vol. 49(2), pages 167-188, October.
    6. Lee, K.M.C. & Kraussl, R.G.W. & Paas, L.J., 2009. "The effect of anticipated and experienced regret and pride on investors' future selling decisions," Serie Research Memoranda 0057, VU University Amsterdam, Faculty of Economics, Business Administration and Econometrics.
    7. McColl-Kennedy, Janet R. & Patterson, Paul G. & Smith, Amy K. & Brady, Michael K., 2009. "Customer Rage Episodes: Emotions, Expressions and Behaviors," Journal of Retailing, Elsevier, vol. 85(2), pages 222-237.
    8. Haithem Zourrig & Jean-Charles Chebat & Roy Toffoli & Alexandra Medina-Borja, 2014. "Customers’ coping with interpersonal conflicts in intra and inter-cultural service encounters," AMS Review, Springer;Academy of Marketing Science, vol. 4(1), pages 21-31, June.
    9. Anna Kukla-Gryz & Joanna Tyrowicz & Michał Krawczyk, 2021. "Digital piracy and the perception of price fairness: evidence from a field experiment," Journal of Cultural Economics, Springer;The Association for Cultural Economics International, vol. 45(1), pages 105-131, March.
    10. Shahid Sameeni, Maleeha & Ahmad, Wasim & Filieri, Raffaele, 2022. "Brand betrayal, post-purchase regret, and consumer responses to hedonic versus utilitarian products: The moderating role of betrayal discovery mode," Journal of Business Research, Elsevier, vol. 141(C), pages 137-150.
    11. Wang, Saerom & Kirillova, Ksenia & Lehto, Xinran, 2017. "Reconciling unsatisfying tourism experiences: Message type effectiveness and the role of counterfactual thinking," Tourism Management, Elsevier, vol. 60(C), pages 233-243.
    12. Wedel, Michel & Bigné, Enrique & Zhang, Jie, 2020. "Virtual and augmented reality: Advancing research in consumer marketing," International Journal of Research in Marketing, Elsevier, vol. 37(3), pages 443-465.
    13. White, Allyn & Breazeale, Michael & Collier, Joel E., 2012. "The Effects of Perceived Fairness on Customer Responses to Retailer SST Push Policies," Journal of Retailing, Elsevier, vol. 88(2), pages 250-261.
    14. Tom Joonhwan Kim & Youjae Yi & Jongan Choi, 2020. "The boomerang effect of brand personality congruency in a product-harm crisis," Australian Journal of Management, Australian School of Business, vol. 45(4), pages 645-661, November.
    15. Hussain, Rahim & Al Nasser, Amjad & Hussain, Yomna K., 2015. "Service quality and customer satisfaction of a UAE-based airline: An empirical investigation," Journal of Air Transport Management, Elsevier, vol. 42(C), pages 167-175.
    16. Florian Teleaba & Sorin Popescu & Marieta Olaru & Diana Pitic, 2021. "Risks of Observable and Unobservable Biases in Artificial Intelligence Predicting Consumer Choice," The AMFITEATRU ECONOMIC journal, Academy of Economic Studies - Bucharest, Romania, vol. 23(56), pages 102-102, February.
    17. Davvetas, Vasileios & Diamantopoulos, Adamantios, 2017. "“Regretting your brand-self?” The moderating role of consumer-brand identification on consumer responses to purchase regret," Journal of Business Research, Elsevier, vol. 80(C), pages 218-227.
    18. Locander, Jennifer A. & White, Allyn & Newman, Christopher L., 2020. "Customer responses to frontline employee complaining in retail service environments: The role of perceived impropriety," Journal of Business Research, Elsevier, vol. 107(C), pages 315-323.
    19. Wu, Ing-Long, 2013. "The antecedents of customer satisfaction and its link to complaint intentions in online shopping: An integration of justice, technology, and trust," International Journal of Information Management, Elsevier, vol. 33(1), pages 166-176.
    20. Ayoung Suh & Mengjun Li, 2021. "Digital Tracing during the COVID-19 Pandemic: User Appraisal, Emotion, and Continuance Intention," Sustainability, MDPI, vol. 13(2), pages 1-17, January.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:ate:journl:ajbev1i3-4. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Afrodete Papanikou (email available below). General contact details of provider: https://www.athensjournals.gr .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.