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Christine Pitt, Theresa Eriksson and Kirk Plangger

Electronic word of mouth (eWOM) is often used by individuals to inform purchase decisions in the service industry. However, as the volume of eWOM increases, it is also becoming less diagnostic of the service experienced. This chapter explores the role of customers’ goodwill (that is, forgiveness, sympathy, and trust) towards different types of access-based service providers. This goodwill can be highly developed despite low levels of perceived competence and a strong rapport with customers. Examples from both professional and peer-to-peer access-based service providers are considered across three industries. The chapter closes by posing several questions to direct future research and offers managerial perspectives for service providers to remain competitive.