Chapter 6 The Intentional Use of Service Recovery Strategies to Influence Consumer Emotion, Cognition and Behavior

Service recovery strategies have been identified as a critical factor in the success of service organizations. This study develops a conceptual framework to investigate how specific service recovery strategies influence the emotional, cognitive and negative behavioral responses of consumers, as well as how emotion and cognition influence negative behavior. Understanding the impact of specific service recovery strategies will allow service providers to more deliberately and intentionally engage in strategies that result in positive organizational outcomes. This study was conducted using a 2×2 between-subjects quasi-experimental design. The results suggest that service recovery has a significant impact on emotion, cognition and negative behavior. Similarly, satisfaction, negative emotion and positive emotion all influence negative behavior but distributive justice has no effect.