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Customer's forgiveness : an exploratory study

Archive ouverte : Communication dans un congrès

Morrisson, Olivier | Crié, Dominique

Edité par HAL CCSD

International audience. The process of consumer’s forgiveness is still relatively unknown in marketing. The main purpose of this paper is to propose an overview of the various works that have been devoted to forgiveness, primarily in psychology. An exploratory qualitative study identifies then the different dimensions of forgiveness in a consumer-business relationship framework.

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