When Going Above and Beyond Meets Diversity: Are Service Recoveries Evaluated Based on Inference or Recognition?

Abstract

Not all recoveries are successful. Previous research mostly focuses on employee service-recovery actions, while limited research examines how customers evaluate the interactions of employees’ diverse appearance features and their performance in service recoveries. To build upon the research gaps, this study examines the two processes of evaluation: inference-based and recognition-based evaluations. To do so, this research examines how service employees’ diversity features (e.g., gender and race) and their organizational citizenship behavior (OCB) performance influence customer evaluations of service recovery. Using a between-subjects experimental research design, the findings contribute to the diversity, service recovery, and OCB literature by adding new evidence on how recognition-based evaluations of employees’ appearances (gender and race) and inference-based evaluations of behaviors (OCB to customers) can affect customer perceptions of employee competence, trustworthiness, and dignity in service recoveries.