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EMAC 2021 Annual Conference

Reexamination of Appreciation and Apology as Service Recovery Strategies

Published: May 25, 2021


Aina Kato, Keio University; Takaya Inoue, Keio university; Akari Shibata, Keio University; Mai Ihara, Keio University, Japan; Sayaka Tonouchi, Keio University, Japan; Shu Shinan, Keio University; Tsuzuku Takuya, Keio University; Akinori Ono, Keio University


Service providers offer various kinds of service recovery to recover customers’ satisfaction after service failures. The latest research showed that appreciation as symbolic recovery is more effective than apology in redressing customers’ self-esteem and shifting the customers from a state of dissatisfaction to that of satisfaction. However, the current research claims that this is not always true, by assuming a more severe service failure (Study 1) and a small amount of utilitarian recovery (Study 2). As a result, in comparison of appreciation and apology, Study 1 shows that in cases of minor service failures, appreciation is more effective than apology as stated in previous research, while in cases of severe service failures, apology is more effective. Study 2 suggests that with a large amount of utilitarian recovery, appreciation is more effective, while with a small amount of utilitarian recovery, apology is more effective.