The Effect of Identical Or Distinct Service Failure Recovery on Customer Satisfaction

This paper study showed that providing the same type of service is worse than providing a different service in terms of customer satisfaction. Two boundary conditions were examined, in which the severity of the failure and consumer participation mitigate the effect of identical/distinct service recovery on customer satisfaction.  


Yin-Hui Cheng, Shih-Chieh Chuang, and Ya-Ju Shen (2020) ,"The Effect of Identical Or Distinct Service Failure Recovery on Customer Satisfaction", in NA - Advances in Consumer Research Volume 48, eds. Jennifer Argo, Tina M. Lowrey, and Hope Jensen Schau, Duluth, MN : Association for Consumer Research, Pages: 1189-1189.


Yin-Hui Cheng, National Taichung University of Education, Taiwan
Shih-Chieh Chuang, National Chung Cheng University, Taiwan
Ya-Ju Shen, National Chung Cheng University


NA - Advances in Consumer Research Volume 48 | 2020

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