Özet:

In commercial relations, it is inevitable for customers to encounter business errors due to goods, services, processes or employee behaviors. It is known that it is possible that customer attitudes and behaviors become negative as a resutl of business faults. This situation has a negative effect on the achievement of the desired results of the businesses. In order to eliminate the negative consequences of the faults made by firms, it is an important method to ensure that customer forgive the mistakes of the businesses. In this study, the role of constructive apology in customer forgiveness is examined. In this context, firstly, customer forgiveness and the role of apology in customer forgiveness is explained with the help of secondary data that produced intensively in the service sector. Then, primary data is collected by survey method which is carried out in Kırıkkale province with convenience sampling methot in order to examine the relationship between apology and customer forgiveness in the case of business faults that customers face in grocery shopping. According to the results of the analysis, it is determined that constructive apology plays an important role in ensuring the customer forgiveness. When the relationship between constructive apology and forgiveness is compared according to firm fault types, it is seen that apology is more effective in terms of problems about price and payment conditions. Finally, the findings of the research are interpreted and it is aimed to help both academicians and businesses.

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