When service failure leads to sin: Exploring service transgression and customer forgiveness in a multi-faith context

摘要

Purpose The purpose of this paper is to examine the notion of service transgression which violates customers' religious beliefs through observing certain dietary guidelines that shape their religious identity. While service transgression and customer forgiveness are predominantly examined using experimental procedures or questionnaire survey in existing studies, this study adopts an interpretive paradigm to explore the complexities and idiosyncratic narratives of individual perceptions.