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The customer might always be right, but apologies actually backfire in customer service
- March 13, 2026 at 9:20 PM
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The customer is always right. It's the first rule of customer service, one that often means "I'm sorry" is the de facto response if mistakes are made. But a new study published in the Journal of Consumer Research indicates that the age-old maxim might not hold water. In fact, apologies might actually make things worse, both for businesses and customers.
Originally published at Phys.org