Corporate good deed and service failure: does being good lead to forgiveness?

Figures & data

Figure 1. Research model for study 1.

Figure 2. Mediating effects on avoidance.

*p < 0.1; **p < 0.05; ***p < 0.01; ns = non-significant Coding: No-CSR = 1; CSR = 2

Figure 3. Mediating effects on revenge.

*p < 0.1; **p < 0.05; ***p < 0.01; ns = non-significant Coding: No-CSR = 1; CSR = 2

Figure 4. Mediating effects on benevolence.

* p < 0.1; **p < 0.05; ***p < 0.01; ns = non-significant Coding: No-CSR = 1; CSR = 2

Figure 5. Research model for study 2.

Figure 6. Moderating effect on warmth.Notes:Conditional effect of construal levelLow-level: 95% CI = -.25 to .73; High-level: 95% CI = .33 to 1.43* p < .1; ** p < .05; *** p < .01; ns = non-significantCoding: No-CSR = 1; CSR = 2; Low-level construal = 1; High-level construal = 2.

Figure 7. Moderating effect on competence.Notes:Conditional effect of construal levelLow-level: 95% CI = -.41 to .58; High-level: 95% CI = .29 to 1.41* p < .1; ** p < .05; *** p < .01; ns = non-significantCoding: No-CSR = 1; CSR = 2; Low-level construal = 1; High-level construal = 2.

Figure 8. Research model for study 3.

Figure 9. Moderated mediation model (DV = avoidance).Notes:Conditional effect of construal levelOn warmth:Low-level: 95% CI = -.55 to -.07;High-level: 95% CI = -.89 to -.09On competence:Low-level: 95% CI = -.44 to -.04;High-level: 95% CI = -.61 to -.05Moderated mediating effectWarmth: 95% CI = -.56 to -.01; Competence: 95% CI = -.36 to .07* p < .1; ** p < .05; *** p < .01; ns = non-significantCoding: No-CSR = 1; CSR = 2; Low-level construal = 1; High-level construal = 2.

Figure 10. Moderated mediation model (DV = revenge).Notes:Conditional effect of construal levelOn warmth:Low-level: 95% CI = -.42 to .10; High-level: 95% CI = -.69 to .18.On competence:Low-level: 95% CI = -.37 to .06; High-level: 95% CI = -.54 to .08Moderated mediating effectWarmth: 95% CI = -.44 to .04; Competence: 95% CI = -.35 to .04* p < .1; ** p < .05; *** p < .01; ns = non-significantCoding: No-CSR = 1; CSR = 2; Low-level construal = 1; High-level construal = 2.

Figure 11. Moderated mediation model (DV = benevolence).Notes:Conditional effect of construal levelOn warmth:Low-level: 95% CI = .08 to .62; High-level: 95% CI = .09 to 1.03.On competence:Low-level: 95% CI = -.09 to .29; High-level: 95% CI = -.12 to .40Moderated mediating effectWarmth: 95% CI = .01 to .65;Competence: 95% CI = -.04 to .24* p < .1; ** p < .05; *** p < .01; ns = non-significantCoding: No-CSR = 1; CSR = 2; Low-level construal = 1; High-level construal = 2.

Table

		Study
Variables	Measures	1	2	3
Perceived failure severity	Minor problem … Major problem
	Small inconvenience … Big inconvenience
	Minor irritation … Major irritation
	Coefficient alpha (α)	.86	.89	.84
Forgiveness
Revenge	I want to punish the firm in some way.
	I want to cause inconvenience to the firm.
	I want the firm to get what it deserves for the poor service.
	I want to revenge the firm.
	I want to take action to get the firm in trouble.
	Coefficient alpha (α)	.86	.88	.89
Avoidance	I want to avoid frequenting the firm.
	I want to keep as much distance as possible between the firm and me.
	I will never come back to the firm again.
	Coefficient alpha (α)	.88	.85	.85
Benevolence	I have goodwill for the firm, even though the firm’s action hurts me.
	Despite what the firm did, I want us to have a positive relationship again.
	Although the firm hurts me, I am putting the hurt aside so we could resume our relationship.
	I forgive the firm for what it did to me.
	Coefficient alpha (α)	.79	.76	.88

Table

Restaurant’s Brief Introduction
Restaurant Starion is a casual-dining restaurant chain with multiple locations across the world. The restaurants are typically located in major cities or suburban areas, often near expressways or business areas, and convenient to shopping and attractions.
CSR Information
No-CSR	CSR
CSR information is not provided.	With the world’s resources rapidly decreasing at unsustainable rates, Restaurant Starion constantly works toward reducing waste. The restaurant has maintained zero waste to landfill for food waste generated by the restaurant since 2012. The restaurant also works with local partners to responsibly divert waste from ever reaching the landfill by composting, recycling and re-using.
Service Failure
Imagine the following experience with Restaurant Starion. You and another person go to the restaurant for dinner to celebrate a special occasion. You are seated at your table.The waiter comes to take your order. You place your order. The waiter brings your entrees and leaves without asking if you need anything else. He never brings your beverages, and he doesn’t stop back to check on you while you’re eating. He drops off the bill without asking if you want anything more.

Table

Imagine the following experience with Lavene Airway. You are flying for a two-week holiday.You arrive at the airport early in the morning, 5.30am, three hours before the flight departure. It takes less than an hour to check in and go through the security. You walk to the gate and wait for the plane to arrive. Referring to your boarding pass, you need to wait slightly more than one hour before boarding a plane.You check the time and it is now 8am. The plane has not arrived yet despite being scheduled to depart at 8.30am. Finally, an announcement is made, “Lavene Airway flight 880 has been retimed to 1.30pm.”You have no other choice but to wait patiently for the new departure time, which is in five hours. Finally, the plane takes off at 2.00pm. When you reach the destination, instead of going for a relaxing dinner as planned earlier, you just want to grab a bite and rest in your hotel room.

Table

Imagine the following experience with Lasso department store. You had a £100 budget to buy a pair of the latest sports shoes and decided to make the purchase at Lasso.Before driving for 20 minutes to reach the store, you called to see if they had the new shoes in stock, and the person on the phone said they did. When you arrived, however, the shoes were not available. They ordered a new pair, after requiring you to pay for it upfront, and you had to return the following week to pick it up, driving another 20 minutes each way.After arriving at the store the following week, you asked a salesperson to fetch the reserved shoes from the stock room. Then you saw the salesperson helped another customer for 30 minutes before handing you the pair of shoes.