A Complex Account of Service Recovery: Subtle Efforts to Remedy Subtle Service Failure

Severe form of service failure has been well studied. In this research, we explore service failure triggered by contextual social goals and corresponding service recovery strategies. Three experiments are reported to examine how types of recovery strategy, awareness of the recovery efforts, immediate/delayed service evaluation, and emotion regulation strategies will ameliorate the service experience.


Fang Wan, Pingping Qiu, and L.J. Shrum (2011) ,"A Complex Account of Service Recovery: Subtle Efforts to Remedy Subtle Service Failure ", in NA - Advances in Consumer Research Volume 38, eds. Darren W. Dahl, Gita V. Johar, and Stijn M.J. van Osselaer, Duluth, MN : Association for Consumer Research.


Fang Wan, University of Manitoba, Canada
Pingping Qiu, Monash University, Australia
L.J. Shrum, University of Texas at San Antonio, USA


NA - Advances in Consumer Research Volume 38 | 2011

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