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The Service Recovery Paradox during Times of Uncertainty

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서비스마케팅학회 (Service Marketing Association)|2023.06|서비스마케팅저널 (Services Marketing Journal)|제16권 제1호|pp. 49-61|DOI 10.56352/SMJ.2023.16.1.03

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키워드

불확실성UncertaintyPost-recovery satisfactionService recovery paradoxService recovery strategiesPositive recovery disconfirmation서비스 복구 역설서비스 복구 전략긍정적 복구 기대불일치복구 후 만족도

초록

Given the premise that service failures are unavoidable, growing attention has been devoted to the service recovery paradox as a consequence of successful recovery strategies. However, previous research has focused mainly on the effects of recovery strategies, paying scant attention to understanding the role of uncertainty in recovery satisfaction. The uncertainty induced by the COVID-19 pandemic causes increased customer expectations of recovery strategies and thus makes it difficult to achieve post-recovery satisfaction. Accordingly, there are important gaps in our knowledge with regard to the service recovery paradox. The purpose of the present study is to explore how service recovery strategies and uncertainty influence the occurrence of the service recovery paradox. Drawing on expectation-confirmation theory, this paper develops a conceptual framework in which service recovery strategies and uncertainty affect post-recovery satisfaction through positive recovery disconfirmation. On the basis of the research model, three research propositions are made, such that service recovery strategies positively influence positive recovery disconfirmation, whereas uncertainty is inversely associated with positive recovery disconfirmation. Moreover, positive recovery disconfirmation has a positive impact on post-recovery satisfaction. As uncertainty still prevails especially in the service industry even after three years of the COVID-19 crisis, a more accurate picture of service recovery following a service failure is required. This study enhances the current understanding of service recovery paradox by clarifying the effects of uncertainty involved in post-recovery satisfaction. It also offers relevant insight into service recovery management.

Abstract

Given the premise that service failures are unavoidable, growing attention has been devoted to the service recovery paradox as a consequence of successful recovery strategies. However, previous research has focused mainly on the effects of recovery strategies, paying scant attention to understanding the role of uncertainty in recovery satisfaction. The uncertainty induced by the COVID-19 pandemic causes increased customer expectations of recovery strategies and thus makes it difficult to achieve post-recovery satisfaction. Accordingly, there are important gaps in our knowledge with regard to the service recovery paradox. The purpose of the present study is to explore how service recovery strategies and uncertainty influence the occurrence of the service recovery paradox. Drawing on expectation-confirmation theory, this paper develops a conceptual framework in which service recovery strategies and uncertainty affect post-recovery satisfaction through positive recovery disconfirmation. On the basis of the research model, three research propositions are made, such that service recovery strategies positively influence positive recovery disconfirmation, whereas uncertainty is inversely associated with positive recovery disconfirmation. Moreover, positive recovery disconfirmation has a positive impact on post-recovery satisfaction. As uncertainty still prevails especially in the service industry even after three years of the COVID-19 crisis, a more accurate picture of service recovery following a service failure is required. This study enhances the current understanding of service recovery paradox by clarifying the effects of uncertainty involved in post-recovery satisfaction. It also offers relevant insight into service recovery management.

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