The effect of the valence of forgiveness to service recovery strategies and service outcomes in food delivery apps

The literature offers valuable insights into various aspects of service recovery and outcomes. However, the available findings are limited relative to size ever-expanding economy. In particular, past studies have left more granular nuances association between strategies outcomes, such as mediating role forgiveness or valence forgiveness, under-explored. Recognising that an improved understanding from failures is crucial for sustaining positive customer–brand relationships in economy, present study investigates effect (both exoneration resentment) on (apology, compensation voice) outcomes (brand trust negative word mouth [NWOM]) context food delivery apps (FDAs). We tested proposed model by analysing data 294 FDA users who had experienced efforts recent past. suggest associated with exoneration, resentment brand but not NWOM. While mediates these both NWOM, only Finally, severity previously speed provider’s response moderates By uncovering key recovery, our significant theoretical practical implications stakeholders.