A Typology of Consumers' Emotional Response Styles during Service Recovery Encounters*

Abstract

Previous efforts investigating consumers' response styles during service failure and recovery encounters have focused on behavioural elements and, by and large, neglected the important issue of emotions elicited in this context. The present study uses experienced emotions during service recovery encounters as a way of classifying complainants and links the resultant typology to the relationship quality indicators of satisfaction, trust and commitment. By doing so, it serves as an empirically grounded basis for subsequently deriving strategies and tactics for successful recovery from service failures. The results reveal four distinct emotional response styles which are associated with perceptions of relationship quality following service recovery encounters. Managerial implications of the findings are discussed and future research directions identified.