Purpose – The purpose of this paper is to provide a deeper insight on the psychological mechanism of customer forgiveness viewed from a cross cultural perspective. Design/methodology/approach – Drawing on the cognitive appraisal theory, this paper relates forgiveness cognitive, emotional and...

This study investigated the viability of using a Pan‐European approach for professional service offerings in Europe by first establishing measurement equivalence and then exploring the influence of culture on service quality and customer satisfaction. Utilizing scenarios involving a dental...