How negative incidental affect influence on customers’ perception and forgiveness
ارائه کننده: مهندس ایمان قیصری
زمان: چهارشنبه 20 مرداد ۱۴۰۰ ساعت 14:30 تا 16:00
آدرس برگزاری وبینار:
https://vclass.ecourse.sharif.edu/ch/business-research
:Abstract
This research is built on service failure literature and examine how customers’
unrelated affect can effect customers’ perception and forgiveness when they meet
failure in a service. To investigate this, data were collected from customers who have
experienced the service failure in last 6 month ago. We used paper-based
questionnaire and we collect 220 data. The Results shows that incidental affect
(affect that is unrelated to the service failure) has an effect on customers’ perception
and behavior. In addition, we investigate the mediating role of perceived severity
between incidental affect and customer forgiveness. The findings suggest that higher
level of incidental negative affect can increase the degree to which the customer
perceive the severity of the service failure, and it can decrease the degree of
.customer forgiveness
Keywords: service failure, forgiveness, failure severity, incidental affect, customer
perception
:Biography
Iman Gheisari is a Ph.D. candidate in marketing field at Sharif University of
Technology. He received his BSc in industrial engineering from Isfahan University of
Technology and his MBA from Sharif University of Technology. His research
interests focus on service failure, service recovery, customer engagement, UGC and
FGC. Currently he is researching on the customer forgiveness In the face of service
.failure