Forgiveness: a new insight into business relationships

Yelena Tsarenko, Mark Gabbott

Research output: Chapter in Book/Report/Conference proceedingConference proceeding contributionpeer-review


In philosophy, psychology, and theology (Enright and North 1998), the concept of forgiveness receives significant attention, however, little is known about the application of this concept in the business domain. To address this gap, this paper investigates whether forgiveness has a place in commercial relationships after an incident between a service provider and a customer. The findings reveal that some customers see a direct analogy between interpersonal and commercial relationships, while some engage in a more pragmatic approach.
Original languageEnglish
Title of host publication2006 AMA Educators' proceedings
Subtitle of host publicationenhancing knowledge development in marketing
EditorsDhruv Grewal, Michael Levy, R. Krishnan
Place of PublicationChicago, IL
PublisherAmerican Marketing Association
Number of pages7
ISBN (Print)0877573220
Publication statusPublished - 2006
Externally publishedYes
EventAmerican Marketing Association Educators' Conference - Chicago, IL
Duration: 4 Aug 20067 Aug 2006


ConferenceAmerican Marketing Association Educators' Conference
CityChicago, IL


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