Investigating apology, perceived firm remorse and consumers’ coping behaviors in the digital media service recovery context

Purpose This research investigates whether and how perceived firm remorse (PFR) influences consumers’ coping behaviors in the digital media service recovery context. It also examines how an apology should be delivered to generate PFR. Design/methodology/approach In Study 1, 452 mobile application service users were recruited for a survey study, and Structural Equation Modeling was used to test the research hypotheses. In Study 2, 1,255 mobile...