This study contributes to the literature on service recovery. As in prior studies, service recovery was found to have a significant impact on consumer satisfaction. However, the results of this study suggest that service recovery strategies may not always be able to restore or exceed original customer satisfaction. The level of postrecovery satisfaction may depend on a number of factors, such as the magnitude of the service failure, the customer’s perception of the criticality of the consumption, and whether the service provider or the customer is first to notice the service failure.
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