Analyzing the Impact of Apologies in a Field Experiment

This chapter explores a field experiment conducted by Uber to understand the effectiveness of different types of apologies on customer behavior after a bad trip. The experiment involved 1.6 million riders across major markets in the US and tested various apology messages and the inclusion of a $5 coupon. The findings suggest that apologies alone may not have a significant impact, but offering a $5 coupon can help offset the negative effects and increase future spending.