Service Recovery in the Absence of a Service Failure: When Negative Surprise Has Positive Results

Marcus Wardley, University of Oregon, USA
A generalized service recovery effort involving an apology delivered by mass email can lead to lower purchase intention in consumers who weren't affected by the service failure. However, when the apology is combined with a discount this increases purchase intention and trust. We show that surprise mediates this result.
[ to cite ]:
Marcus Wardley (2015) ,"Service Recovery in the Absence of a Service Failure: When Negative Surprise Has Positive Results", in NA - Advances in Consumer Research Volume 43, eds. Kristin Diehl and Carolyn Yoon, Duluth, MN : Association for Consumer Research, Pages: 812-812.