DECIPHERING THE SERVICE RECOVERY PARADOX: INVESTIGATING THE INFLUENCE OF SERVICE ENCOUNTER AND CONTEXT
Abstract
The service recovery paradox, a phenomenon wherein customers' satisfaction increases after experiencing a service failure followed by effective recovery, has garnered significant attention in service management research. This study delves into the intricacies of the paradox by investigating the influence of service encounter and context on its occurrence. Through an in-depth analysis of customer perceptions, responses, and behavior in diverse service settings, this research unveils the complex interplay between service failure, recovery efforts, and the specific circumstances surrounding the encounter. By shedding light on the contextual factors that shape the emergence of the service recovery paradox, this study contributes to a deeper understanding of customer psychology and informs strategies for effective service management.
Keywords
Service recovery paradox, service encounter, contextHow to Cite
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