The Effect of Guilt in the Service Recovery Paradox

Our research explores the effect of “guilt”. The results of our experiments demonstrate that if customers are compensated for service failures by receiving better than anticipated service, they will commonly experience feelings of “guilt.”


Yin-Hui Cheng, Shih-Chieh Chuang, Po-Dong Huang, and Sui-Min Wang (2013) ,"The Effect of Guilt in the Service Recovery Paradox", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research.


Yin-Hui Cheng, National Taichung University of Education,Taiwan
Shih-Chieh Chuang, National Chung Cheng University,Taiwan
Po-Dong Huang, National Chung Cheng University,Taiwan
Sui-Min Wang, National Chung Cheng University,Taiwan


NA - Advances in Consumer Research Volume 41 | 2013

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