Can exceptional service recovery truly compensate for initial failures? This paper explores the impact of service recovery as a relationship-building tool, in addition to its role in enhancing transaction-specific customer satisfaction. It provides an overview of the evolving concept of service recovery, explaining its critical and unique function in the service sector. A statement of hypotheses tested in an experimental setting compares the concepts of service consistency and reliability with service recovery. Results indicate that while service recovery enhances encounter satisfaction, it does not significantly influence overall satisfaction, quality, image, and future expectations. A comparison of the concept of service consistency and reliability with the concept of service recovery leads to a statement of hypotheses tested in an experimental setting. Instead, consistent service is the variable that influences these constructs. This research adds to the expanding knowledge base on service recovery by examining its effects on consumer attitudes. The research is based on fieldwork carried out, and its use will help management recognize the symptoms, root causes, issues and problems that are adversely affecting NPDD. The results will be useful for anyone involved in groups, e.g. managers or people wishing to improve their skills.