Keywords: Customer forgiveness
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Journal Articles
Asia Pacific Journal of Marketing and Logistics (2019) 31 (4): 1216–1232.
Published: 10 May 2019
...Lakhi Muhammad; Gul-e-Rana Purpose Customer forgiveness is gaining importance in service recovery. This study debates that service firm employees and the customers’ relations are supportive resources for the customer while deciding for forgiveness. Accordingly, the purpose of this paper is to test...

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