Abstract
Drawing on attribution theory and the services marketing literature, the authors examine how the allocation of causality and length of the service recovery process impact post-recovery consumer perceptions of service quality, customer satisfaction and behavioral intentions for word-of-mouth and repurchase. Results of a scenario-based repeated measures design suggest that 1) customer behavioral intentions are more favorable in stable service recoveries, 2) an employee based service recovery results in more favorable evaluations and word-of-mouth intentions, and 3) customer evaluations and behavioral intentions will be more positive for service failures remedied by expeditious and less complicated recovery processes. Managerial implications and future research directions are presented.
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