Service recovery in unaffected consumers: evidence of a recovery paradox

Abstract

Purpose

This paper aims to examine the effects of a general service recovery effort in consumers who were not victims of the service failure.

Design/methodology/approach

This study uses a 2 × 2 between-subjects design comparing a service failure announcement with apology and an anniversary event announcement, either with a 15% discount or no discount on purchase intentions.

Findings

A service recovery effort involving an apology and 15% discount leads to higher purchase intention in consumers who were not victims of the service failure in comparison to a control. The unexpected apology generates surprise, which amplifies the effect of the discount, leading to higher purchase intention.

Practical implications

The results of this study suggest that apologizing and offering a discount for a minor service failure can have positive effects on consumers who were not victims of the service failure. Thus, if a company is unsure which consumers have been affected by a service failure, this study shows that issuing a general apology for the failure does not have negative effects in unaffected consumers.

Originality/value

To the best of the author’s knowledge, this paper is the first to examine the effects of a service recovery effort in consumers who were not victims of the service failure and the first to find evidence of a service recovery paradox in unaffected consumers.

Citation

Wardley, M. (2022), "Service recovery in unaffected consumers: evidence of a recovery paradox", International Journal of Quality and Service Sciences, Vol. 14 No. 1, pp. 121-132. https://doi.org/10.1108/IJQSS-03-2021-0038