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Mixed Findings on the Service Recovery Paradox

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  • Chihyung Ok
  • Ki-Joon Back
  • Carol W. Shanklin

Abstract

The purpose of this study was to test the service recovery paradox and double deviation on customers' overall satisfaction considering definitional and methodological issues. This study employed a scenario experimentation manipulated three dimensions of justice at two levels each (2 × 2 × 2 factorial design). A convenience sample of 286 casual restaurant customers was used in the study. Paired sample t-tests were employed to test recovery paradox and double deviation effects after selecting four groups of customers based on recovery satisfaction to take into account the if-condition in the definition of the service recovery paradox. Customers' post-recovery overall satisfaction could be higher than their initial overall satisfaction provided customers were highly satisfied with service recovery (recovery paradox). When customers are somewhat satisfied with recovery efforts, their initial overall satisfaction could be carried over after two transactional evaluations. Double deviation effects were obvious and consistent when customers were either highly dissatisfied or somewhat dissatisfied with service recovery.

Suggested Citation

  • Chihyung Ok & Ki-Joon Back & Carol W. Shanklin, 2007. "Mixed Findings on the Service Recovery Paradox," The Service Industries Journal, Taylor & Francis Journals, vol. 27(6), pages 671-686, September.
    • Handle: RePEc:taf:servic:v:27:y:2007:i:6:p:671-686
    DOI: 10.1080/02642060701453130
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    Cited by:

    1. Juhi Kamakoty & Sandeep Singh, 2023. "PHEISQUAL: A Scale to Measure Service Quality of Professional Higher Educational Institute From Faculty Perspective," SAGE Open, , vol. 13(4), pages 21582440231, October.
    2. Liao, Shuling & Cheng, Colin C.J., 2014. "Brand equity and the exacerbating factors of product innovation failure evaluations: A communication effect perspective," Journal of Business Research, Elsevier, vol. 67(1), pages 2919-2925.
    3. Balaji, M.S. & Jha, Subhash & Sengupta, Aditi Sarkar & Krishnan, Balaji C., 2018. "Are cynical customers satisfied differently? Role of negative inferred motive and customer participation in service recovery," Journal of Business Research, Elsevier, vol. 86(C), pages 109-118.
    4. Rodolfo Vázquez-Casielles & Víctor Iglesias & Concepción Varela-Neira, 2010. "Service recovery, satisfaction and behaviour intentions: analysis of compensation and social comparison communication strategies," The Service Industries Journal, Taylor & Francis Journals, vol. 32(1), pages 83-103, July.
    5. Gary Akehurst, 2008. "What do we really know about services?," Service Business, Springer;Pan-Pacific Business Association, vol. 2(1), pages 1-15, March.

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