Abstract
Considerable evidence exists to suggest that successful service recovery can have a positive impact on customer satisfaction and behavioral intentions such as repurchase intentions and positive word of mouth. Sometimes, successful service recovery can overcome initial dissatisfaction and enhance the relationship, producing a service recovery paradox. However, other studies offer contrary evidence suggesting that even excellent recovery might not be enough to restore consumer attitudes and behavioral intentions to an initial level. Why do some studies say that service recovery is effective while others do not? To examine the contrary results from previous studies, this research starts with the fact that all customers are not the same in terms of their level of loyalty and negative emotions evoked by service failures.
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