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Is Saying “Sorry” Enough? Examining The Effects Of Apology Typologies By Organization On Consumer Responses, May O. Lwin, Augustine Pang, Jun-Qi Loh, Marilyn Hui-Ying Peh, Sarah Ann Rodriguez, Nur Hanisah Binte Zelani

Research Collection Lee Kong Chian School Of Business

Apology has been found to be the most effective strategy in times of crises. However, there is a dearth of research on the kinds of apology used and how primary stakeholders, in particular consumers, received them. This study aims to examine consumer responses to the types of apologies offered post crises against the levels of attribution of responsibility. We also assess the potential mediating role of ethical concerns by developing the Perception-Behavioral Model of Crisis Response. An experiment was conducted to ascertain consumers’ impression of the organization post-apology. The results showed that the attribution of crisis responsibility significantly influences complaining, …