Abstract
The present study examined the benefits of letting customers choose among utilitarian and hedonic service recovery options following a service failure. We were particularly interested in the moderating role of gender in anticipated satisfaction and emotional responses to service recovery. Findings from our study indicate that women were more satisfied with their chosen alternatives and seemed to value the act of choosing more than their male counterparts. Women were also more inclined than men to choose hedonic options. As expected, choice had minimal impact when the service failure was severe. Overall, our findings suggest that service operators and retailers might benefit from gender-specific options to service recovery.
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