Consumer forgiveness has attracted growing interest in marketing research, yet most existing models remain grounded in Western assumptions that frame forgiveness as an individual emotional process. These approaches overlook Confucian-Taoist Legacy (CTL) societies, where personhood is relational and forgiveness is oriented toward maintaining he (harmony), mianzi (face), and guanxi (relationship). Addressing this gap, in this dissertation I investigate how CTL consumers construct the meaning of forgiveness in everyday service encounters.
Using an interpretivist qualitative design, I conducted semi-structured interviews combined with the Critical Incident Technique, through which I generated 71 critical incidents from a final sample of 20 participants that I determined through theoretical saturation. Guided by constructivist grounded theory, I found that consumer forgiveness operates as a mechanism of self-cultivation aimed at rebalancing inner and outer harmony. Two culturally grounded dimensions, included outer harmony and inner harmony that shape how I interpret consumers' meaning-making around service disturbances. Taken together, I conceptualize consumer forgiveness as a mechanism of self-cultivation to rebalance inner and outer harmony, offering a culturally grounded alternative to dominant Western models.

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