The Antecedents and Consequences of Citizens’ Forgiveness in The Online Taxi Industry

The present study was conducted with the aim of investigating the antecedents and consequences of citizens’ forgiveness in the Internet taxi industry. This study is applied research that has been done in Yazd. The type of research data is quantitative and has been collected by library and field methods. In terms of method, it is a correlational survey study and is in the category of descriptive studies. The statistical population of this study includes all customers of Internet taxis in Yazd. The sample size was determined using Cochran's formula of 400 people by available sampling method. The main data collection tool is a questionnaire consisting of 27 specialized questions with a five-point Likert scale. Convergent and divergent validity of the questionnaire were confirmed. The combined reliability and Cronbach's alpha of the questionnaire for all dimensions were obtained from 0.7 more. The conceptual model of the research was tested using the Partial Least Squares technique. Data were analyzed using SPSS 18 and Smart PLS 2 statistical software. The results of this study showed that compensation, hearing the customer's voice and apologizing have a significant effect on customer forgiveness. On the other hand, customer forgiveness reduces negative word of mouth and increases customer feedback and compromise.