The Effect of Service Improvement Strategies with the Mediating Role of Customer Forgiveness on the Behavioral Tendencies of Customers in Tehran Clubs

Soltani, Hosein Ali; Heydarzadeh, Kambiz; Zaboli, Rohoalah; Ahmadi Chehrehbargh, Siyavash

doi:10.22059/jsm.2022.335303.2863

The Effect of Service Improvement Strategies with the Mediating Role of Customer Forgiveness on the Behavioral Tendencies of Customers in Tehran Clubs

Document Type : Research Paper

Authors

Hosein Ali Soltani ¹

Kambiz Heydarzadeh ²

Rohoalah Zaboli ³

Siyavash Ahmadi Chehrehbargh ⁴

¹ Department of Management, Faculty of Management and Economics, Science and Research Unit, Islamic Azad University, Tehran, Iran.

² Department of Business Administration, Faculty of Management and Economics, Science and Research Unit, Islamic Azad University, Tehran, Iran

³ Department of Health Services Management, Health Management Research Center, Faculty of Health, Baqiyatoleh University of Medical Sciences, Tehran, Iran

⁴ Department of Statistics and Mathematics, Faculty of Basic Sciences, North Tehran Branch, Islamic Azad University, Tehran, Iran

https://doi.org/10.22059/jsm.2022.335303.2863

Abstract

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.

Keywords

Behavior Club

CustomerForgiveness

Model. Service Improvement

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