Service Recovery Paradox: The Success Parameters

The article aims to give insights into service recovery paradox (SRP) to find and validate the key factors for occurrence of this phenomenon. This study examines the SRP and builds a conceptual framework and validates to explain why and when it exists. The article is empirical and involves data from 150 respondents from India. The sampling unit is employee of health care, banking and personal care service sector. The data collection instrument is a structured, non-disguised questionnaire. The questionnaires have been filled through personal interviews. Six exigencies that influence relative importance within the SRP include fair communications that build relations, clearance of failure memory, creating understanding, reciprocating, building risk-taking confidence and depending on human nature to forgive and forget. This article could help business managers understand the state of mind of a customer after a service recovery and how they can capitalize on the situation to retain business. Researchers need to find the deepest part of the SRP to be practically used by the practitioners.