Abstract:
At the outset, Business Entities (BE) provide goods and services to rational
consumers, allowing the market to function. While providing a service,
mistakes are inevitable, which are referred to as "errors". Errors that occur
due to poor service hurts the consumer. According to experimental
research, refusing to honour a ₹5 coupon would be ideal for the client, but
lacks affordability in the long run. The required strategy goes beyond an
effective approach that reduces dissatisfaction and restores engagement. In
search of this answer, the article proposes a question, "Can BE use the
behaviour analytical data to go ahead with a personalised apology?” In the
modern marketing context, BE uses data analytics to tap into our behaviour
to provide personalized features compiling and storing our information to
give us accurate service. Similarly, saved data and analysis can also be used
to determine our behaviour for offering a personalized apology, which can
convince and helps us to understand the organisation's empathy and
responsibility. In addition, a personalized apology will show their
willingness to make amends. The article explains through applying the
concept of personalized apology for the poor performance of entertainment
search engines. The success of this new concept will be difficult to share
without empirical evidence. Therefore, companies and researchers must
work in the long run since “mistakes are not forgiven in the absence of an
apology”.
