Apology Presence Over Type: WhatsApp Service Recovery Satisfaction Among Indonesian University Students

Ruslie, Aurelius Stevan and Ardiansyahmiraja, Bobby and Trisnawati, Juliani Dyah (2026) Apology Presence Over Type: WhatsApp Service Recovery Satisfaction Among Indonesian University Students. Fundamental and Applied Management Journal, 4 (3). pp. 397-409. ISSN 2988-6341

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Abstract

This study examines the effects of apology type (responsibility-oriented, sympathy-oriented, and no apology) and emoji presence on service recovery satisfaction (SRS), perceived overall justice (POJ), consumer empathy (CE), and customer forgiveness (CF) among Indonesian university students. A 3×2 between-subjects factorial experimental design was employed with 173 students from two private universities in Surabaya as participants, randomly assigned to one of six WhatsApp message scenarios depicting a sudden class cancellation. Data were analyzed using two-way ANOVA with Tukey HSD post-hoc tests and PROCESS Macro Model 4 (Hayes, 2022) with 5,000 bootstrap resamples. Receiving either apology message produced significantly higher SRS than receiving no apology; however, the non-significant difference between the two apology types should be interpreted cautiously because the manipulation check did not distinguish them. POJ was confirmed as a significant positive predictor of SRS (b = 0.734, p < .001), but did not mediate the apology type–SRS relationship. Apology type did not significantly affect CE or CF. Emoji presence and its interaction with apology type also yielded no significant effects. In this setting, offering an apology was associated with higher student service recovery satisfaction than offering none. Claims about the relative effectiveness of the two apology types require caution because the manipulation check did not distinguish them.

Item Type:	Article
Subjects:	H Social Sciences > HF Commerce
Divisions:	Faculty of Business and Economic > Department of Management
Depositing User:	BOBBY ARDIANSYAHMIRAJA
Date Deposited:	24 Aug 2026 10:36
Last Modified:	24 Aug 2026 10:36
URI:	http://repository.ubaya.ac.id/id/eprint/51208

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