Reclaiming the Future: Understanding Customer Forgiveness of Service Transgressions

Service transgressions, and how customers respond to them, are of ongoing interest to researchers and practitioners. However, whether and how customers forgive such transgressions remains unexplored. Grounding our investigation in interdisciplinary research on forgiveness, and leveraging self-determination theory as an enabling theoretical foundation, we analyze 34 in-depth interviews with customers who experienced transgressions in the...