... toward the brand Customer forgiveness Consumers are increasingly adopting digital channels to express their dissatisfaction publicly (Béal et al., 2022). As such, enterprises must appropriately make a public apology to win back consumers who have experienced service failures...

.... In addition, the effect of positive emotions on customer forgiveness is more substantial for distant third-party customers. Third, moderated-mediation analysis indicates that social distance has a moderator effect only on the relationship between positive emotions and customer forgiveness. Originality...

... and customer forgiveness (revenge, avoidance and benevolence). Design/methodology/approach The experimental design used in this study is an adaptation of Mattila’s (2001) research design, which manipulated both the level of service recovery and relationship. A total of 677 respondents were assigned...