What makes a customer happy after a service failure? This research explores the factors that contribute to customer satisfaction with service recovery, building on established theories such as disconfirmation theory, equity theory, and affect-balance theory. The study investigates the antecedents to satisfaction when customers complain of services that don’t meet their expectations. A theoretical model is proposed and tested empirically, using a cross-sectional national sample of 201 dissatisfied customers who complained about services. The results suggest that perceived performance of service recovery directly impacts equity, and disconfirmation of expectations of service recovery and fairness have an impact on satisfaction with service recovery. Finally, the negative affect caused by the initial service failure does not have a direct impact on satisfaction with service recovery. The core of this research is in how expectations of service are met during recovery efforts. The findings provide valuable insights for businesses seeking to improve their service recovery strategies and build stronger customer relationships. Emphasizing fairness and exceeding customer expectations during the recovery process can significantly enhance satisfaction, even after an initial service failure.
Published in the European Journal of Marketing, this paper contributes to the journal's focus on understanding consumer behavior and improving marketing strategies. By investigating the antecedents to satisfaction with service recovery, the study offers practical insights for marketers seeking to enhance customer loyalty and manage service failures effectively.