Hester Spies, Martin Botha
Abstract
The objective of this study was to determine whether relationship building constructs can influence patients’ willingness to forgive transgressions. To respond to this research objective, this paper draws on the forgiveness motive theory, and synthesize important relationship constructs with the aim of developing a forgiveness model. A quantitative descriptive research design was followed to test the conceptual model using data collected from 303 private hospital patients, by applying structural equation modelling. Following the results of the structural equation model, it was established that selected relationship building factors (attachment, relationship value, expectations and fear of relationship loss) directly influenced loyalty and indirectly influenced forgiveness.
The results also indicate that respondents’ loyalty significantly influenced their forgiveness. This research study offers theoretical and practical contributions by advancing the existing knowledge of customer forgiveness, encouraging private hospitals to invest in their relationships with patients, with the aim of establishing a forgiving patient.