The power of apology

Johannes Abeler, Juljana Calaki, Kai Andree and Christoph Basek

After an unsatisfactory purchase, many firms are quick to apologize to customers. It is, however, not clear why they should do that. As the apology is costless, it should be regarded as cheap talk and thus ignored by the customer. In this paper, we test in a controlled field experiment whether apologizing in fluences customers' subsequent behavior. We find that apologizing yields much better outcomes for the firm than offering a monetary compensation. -- Apology ; Credulity ; Natural Field Experiment

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Year of publication:	2009
Authors:	Abeler, Johannes ; Calaki, Juljana ; Andree, Kai ; Basek, Christoph
Publisher:	Nottingham : CEDEX
Subject:	Beziehungsmarketing \| Relationship marketing \| Produktqualität \| Product quality \| Beschwerdemanagement \| Complaint management \| Haftung \| Liability \| Unternehmensethik \| Business ethics \| Experiment

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Extent:	Online-Ressource (PDF-Datei: 8 S.) graph. Darst.
Series:	CEDEX discussion paper series. - Nottingham : [Verlag nicht ermittelbar], ISSN 1749-3293, ZDB-ID 2105636-5. - Vol. 2009,12
Type of publication:	Book / Working Paper
Type of publication (narrower categories):	Arbeitspapier ; Working Paper ; Graue Literatur ; Non-commercial literature
Language:	English
Notes:	Systemvoraussetzungen: Acrobat Reader
Other identifiers:	hdl:10419/49660 [Handle]
Classification:	C93 - Field Experiments ; D82 - Asymmetric and Private Information ; L81 - Retail and Wholesale Trade; Warehousing
Source:	ECONIS - Online Catalogue of the ZBW

Persistent link: https://www.econbiz.de/10003854045