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This paper aims to examine counterfactual thinking as a key mediator of the effects of failed recovery (vs. failed delivery) on negative electronic word-of-mouth (eWOM). The authors further investigate the effectiveness of using recovery co-creation in minimizing customers’ counterfactual thinking.

This research includes textual analysis of online reviews (Study 1) and three scenario-based experiments (Studies 2, 3a and 3b). In addition to using item-response scales, the authors analyze negative online reviews and participants’ open-ended responses to capture their counterfactual thinking.

Failed recovery (vs failed delivery) increases counterfactual thinking, which, in turn, increases negative eWOM. These mediating effects of counterfactual thinking are consistent across textual analyses and experimental studies, as well as across different measures of counterfactual thinking. Counterfactual thinking also impacts customer anger in experiments; however, anger alone does not explain the effects of failed recovery on negative eWOM. Counterfactual thinking can be minimized by co-created recovery, especially when it is used proactively.

The findings demonstrate the detrimental effects of counterfactual thinking and offer managerial insights into co-creation as a strategy to minimize customers’ counterfactual thinking. The authors also highlight the importance and ways of tracking counterfactual thinking in digital outlets.

The authors contribute to counterfactual thinking and service recovery research by demonstrating the effects of failed recovery on counterfactual thinking that, in turn, impacts negative eWOM and offering a novel way to measure its expression in online narratives. The authors provide guidance on how to use co-creation in the service recovery process to minimize counterfactual thinking.

The purpose of this study is to distinguish those emotions which customers express verbally during a failed remote service encounter from those which they do not. The study further attempts to investigate the post-consumption customer behaviour of verbally expressed and unexpressed negative customer emotions.

The authors used a survey-based research design. The hypotheses were tested through the “partial least squared structural equation modelling” method.

This study shows that in a failed remote service encounter, customers verbally express retaliatory rage emotions, such as anger and rage. At the same time, they are able to suppress rancorous rage emotions, such as disgust and contempt and do not express them verbally. The authors demonstrate that after emotions are verbally expressed during a failed remote service encounter, they are followed by the post-consumption behaviours of negative word of mouth and revenge; when emotions are not expressed verbally during a failed service encounter, they are followed up by exit behaviour.

The effects of variables, such as switching costs and individual and situational factors, can be investigated in the model. Future studies can also explore the role of organizational interventions, such as explanation and apology, on negative customer emotions during failed remote service encounters. Their moderating impact on customer behaviour during and after the encounters can be investigated.

This study has much practical relevance in the post-COVID-19 world, where remote service delivery is becoming the new normal in many sectors. In remote service delivery situations, verbally unexpressed negative emotions can remain undetected; however, they have negative consequences for firms. This study underscores the need to train frontline employees to notice these unexpressed emotions so that service recoveries can be initiated.

This paper contributes to the area of dysfunctional customer behaviour and service recovery. The existing literature has not explored whether some negative emotions are expressed during a failed service encounter and then acted upon later, and some emotions are not expressed but acted upon later. This study addresses the problem of firms getting caught unawares when they find customers resorting to undesirable post-consumption behaviour without demonstrating any verbal expressions during the preceding failed service encounters.

The purpose of this paper is to extend thinking on service recovery processes and satisfaction with service recovery, using multi‐dimensional consumer outcomes. The objective of the work was to propose that satisfaction with service recovery should be based on customers' expectations of the recovery encounter, which would be shaped by their expectations of “non‐failed” encounters.

The paper adopts a theoretical approach. Using the existing service recovery literature as well as the traditional services literature, the conceptual framework and associated research propositions are developed.

The proposed framework suggests that service recovery is a service encounter it its own right. The effectiveness of recovery encounters will be based on how encounters operate relative to customer expectations and experiences with regard to the recovery activity.

The research propositions and proposed framework need further empirical investigation.

The proposed framework suggests that managing service recovery should be undertaken in a similar fashion to managing any service, and thus managers need to understand customers' recovery expectations. Organisations also need to consider how a recovery action impacts on a range of customer outcomes, as focusing on one aspect will not capture consumers' full set of behaviours.

The proposed model identifies that service recovery should be evaluated with regard to consumers' recovery expectations and satisfaction is not based on expectations with regard to non‐failed encounters.

The purpose of this paper is to examine whether high quality relationships buffer or magnify the negative impact of a failed service recovery on subsequent consumer attitudes and behaviors.

A total of 264 online shoppers were surveyed using a structured questionnaire. Respondents were asked to imagine themselves in a hypothetical failed service recovery scenario involving a multi‐channel retailer with whom they shop.

Results from a MANCOVA analysis and SEM modeling indicate that, following a failed service recovery incident, high quality relationships present a challenge for the service provider. In accordance with the hypotheses, consumers with a high level of relationship quality will decrease their repurchase intentions to a greater extent; more strongly and negatively adjust their overall relationship quality; and react to the service recovery effort less favorably than those with lower levels of relationship quality.

The findings suggest that high quality relationships may “raise the bar” of service recovery management, rather than “buffering” firms from service failure.

Service providers should consider the potential implications of customer relationship quality in their service recovery management efforts.

The study provides empirical evidence of the “double‐edge” issue of relationship quality in service recovery management, illustrating the need to incorporate this variable in future service failure/recovery research.

Drawing on the fairness theory, this paper aims to propose a conceptual framework that investigates how co-creation in the failed service delivery (coproduction intensity) and co-creation in the service recovery affect customers’ evaluation of the firm’s competence, justice and ethicalness, and ultimately their willingness to co-create in the future.

Tax services were chosen as the research context. A consumer panel consisting of individuals who live in the USA and have used tax preparation services within the past year was recruited. The first study explores what happens to customers’ ethical perceptions during a failed co-created service encounter. A secondary study investigates what happens to customers’ ethical perceptions in the event that the failed co-created service is recovered.

The findings show that customers’ perceptions of the firm’s abilities and ethics are impeded by coproduction intensity but favorably influenced by co-creation of recovery.

A sense of ethicalness and fairness is violated when co-created service failure occurs, but fortunately, practitioners can count on engaging customers in the service recovery process as co-creators of the solution to positively alter perceived ethicalness and fairness.

Failed co-created services represent an under-researched area in the marketing literature. Current investigations of co-created service failures have largely approached the notion of fairness from a perceived justice perspective without referencing ethical judgments. However, fairness is grounded in basic ethical assumptions of normative treatment. This research is among the first to highlight the importance of perceived ethicalness in the context of co-created service failure and recovery.

Research has shown that more than half of attempted recovery efforts only reinforce dissatisfaction, producing a “double deviation” effect. Surprisingly, these double deviation effects have received little attention in service marketing literature. To fill this gap, this paper aims to develop and empirically test a model of how customers form satisfaction judgments in double deviation scenarios. The paper seeks to propose that emotions have a distinct and separate influence from perceived justice in explaining satisfaction with failed recovery.

The paper employs the critical incident technique to obtain data from banking customers and apply latent variable path analysis to test the proposed model.

The results of the study support the model and highlight the important role of specific recovery‐related emotions in double deviation contexts.

Future research should try to determine whether different specific negative emotions and/or the interactional and procedural components of justice affect post‐recovery judgments in double deviation scenarios.

The results show that specific emotions such as anger play an important role in explaining satisfaction with service recovery. The paper proposes that in future, customer satisfaction surveys could include items measuring specific emotions. This could increase their efficiency as managerial tools.

To the authors' knowledge, this has been the first attempt to model the effect of specific emotions triggered by the service recovery on satisfaction with service recovery and to empirically test a model of satisfaction with service recovery in double deviation scenarios. Furthermore, this study is based on the analysis of real service failures and recovery strategies.

The purpose of this paper is to study the performance metrics of redundant repairable machining system which is applicable in various systems like computer and communication system, manufacturing and production system, etc.

In the present investigation, the authors develop Markov model for the system consisting of identical active operating machines which are prone to breakdown. The operating machines are under the care of one permanent repair facility that provides time-sharing basis repair services. The maintenance is facilitated with the provision of standby machines of mixed type and permanent as well as additional repair facility. From the economic point of view, F-policy and N-policy to control the service and arrival of failed machines effectively are included.

For the performance analysis of the system in long run, the authors compute steady-state probabilities using product-type solution method recursively. Sensitivity analysis is performed numerically for various parameters by developing code in MATLAB.

The performance prediction done may be helpful for the system designers and decision makers for the improvement of the existing machining systems in various industries.

Markovian model for the performance prediction of fault tolerant multi-identical operating and standby machines redundant system is developed in generic frameworks by incorporating many noble features which were not all taken together by other researchers working on the same lines. The key concepts incorporated for the modeling of the concerned system is: F-policy, N-policy, time-sharing, and sensitivity analysis of availability and cost function.

This paper aims to examine which behaviour or set of behaviours customers are prone to follow in double deviation scenarios (i.e. consumption experiences in which customers face both the initial service failure and a failed service recovery), as well as how customers' perceptions of the problem and the firm's recovery efforts may influence these behaviours.

The paper uses multinomial logit models with random coefficients to test the proposed model.

Magnitude of service failure, explanations, apologies, perceived justice, anger and frustration felt by the customer, and satisfaction with the service recovery have significant and different effects on customers' choice of a type of response.

Additional research should try to determine the effects of different variables and their potential interactions. Further work incorporating different subjects, service settings or additional combinations of complaining behaviours is needed to validate the results of this investigation.

This study highlights the importance of effective management of consumer responses to double deviations. Even when it is not possible to respond to customer complaints the first time, firms can learn from double deviations. Furthermore, new market entrants and competitors who want to capture consumer switchers should recognise what happened and try to avoid making the same mistakes.

This study is the first to examine the consequences of double deviations by considering the multi‐dimensional nature of complaint behaviour and the existence of simultaneous responses. This study is based on analyses of real service failures and recovery strategies and actual customer behaviour.

WS‐ReliableMessaging specification describes a protocol that allows messages to be delivered reliably between distributed applications in the presence of software component, system, or network failures. However, it ensures reliable communication only in the context of two sites – it does not provide any means for consistent termination of the executions spanning over more than two sites. This paper aims to address this issue.

The paper presents the Reliable WS‐AtomicTransaction protocol, and illustrates its implementation by exploiting WS‐Coordination, which describes an extensible framework for providing protocols that coordinate the actions of distributed applications. The paper also presents the ontology of the log, which is maintained by the Reliable WS‐AtomicTransaction protocol. The ontology is presented in a graphical form and in OWL.

The introduction of an atomic commitment protocol and its termination protocol increase the reliability of the executions of distributed applications in service‐oriented architectures. On the other hand, it complicates the management of distributed applications as the atomic commitment protocol has to maintain the log that is used by its termination protocol.

The paper presents an atomic commitment protocol and its termination protocol, which is failure resilient and non‐blocking as long as a failed site can communicate with a process that has received sufficient information to know whether the transaction will be committed or aborted. Decreasing the amount of blockings is important because blocking can cause processes to wait for an arbitrarily long period of time.

In any critical system, high‐availability of software components like web services has so far been achieved through replication. Three replication strategies known as active, passive, and hybrid, describe for example how many replicas are needed, where to locate replicas, and how replicas interact with the original web service and among themselves if needed. The purpose of this paper is to show how replicates could be substituted with components that are similarly functional to the component that needs back‐up in case of failure.

After examination of the different existing replication strategies, it was decided to test the suitability of the proposed web services high‐availability approach based on communities for each strategy. To this end, the specification of web services using two behaviors, namely control and operational, was deemed appropriate.

The active replication strategy is the only strategy that could support the development of a web services high‐availability approach based on communities of web services.

The proposed approach has been validated in practice by deploying a JXTA‐based testbed. The experimental work has implemented the active replication strategy.

Software component high‐availability could be achieved by components that are similarly functional to this component, which permits the common limitations of existing replication strategies to be addressed.