Abstract
This study investigates the effects of differential levels of failure severity, prior service failures, and perceived company control on postrecovery satisfaction and negative word-of-mouth. The authors develop a theoretical model and hypotheses drawing on the prevention aspect of regulatory focus theory. The authors test the model via a scenario-based experimental design using the context of academic advising within a university setting. They find that that failure severity and company control are influential factors in the service recovery process, although prior failures did not affect satisfaction or negative word-of-mouth in a meaningful way. Theoretical and practical implications of these findings are discussed.
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