Introduction: This study explains the consequences of the strategy of improving services and behavioral tendencies with the mediating role of forgiveness on the part of the customer.
Methods: The method of this research is applied in terms of purpose and survey data in terms of collection method. By using a questionnaire consisting of 40 questions adapted from the research background and based on a conceptual model, the proposed relationships and paths have been examined and hypotheses tested. Multivariate relations and structural equation were used for inferential analysis. Exploratory factor and confirmatory factor analysis were used to judge the validity and reliability of the questionnaire.
Results The results showed that customer forgiveness mediates the relationship between service improvement strategies and desirable outcomes and this shows that forgiveness has a vital role in all service improvement models while poor service improvement leads to significant lost revenue.
Conclusion: Proper improvement strategies are efforts that lead to forgiveness on the part of the customer.