This article investigates the effect that satisfaction with service recovery may have on complaining customers’ future intent and perception of, and attitude toward, the faltering service provider. The main findings indicate that service recovery has a positive impact on both dimensions. Somewhat surprisingly, companies’ current recovery efforts do not bring complaining customers back to par. On the other hand, excellent service recovery efforts as perceived by complaining customers only restore intent and image. Contrary to contemporary thinking, the latter challenges the existence of the service recovery paradox.
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