Service Recovery Paradox: A meta-analysis

The Service Recovery Paradox (SRP) has emerged as an important effect in the marketing literature. However empirical research testing the SRP has produced mixed results, with only some studies supporting this paradox. Because of these inconsistencies, a meta-analysis was conducted to integrate the studies dealing with the SRP and to test whether studies' characteristics influence the results. The analyses show that the cumulative mean effect of the SRP is significant and positive on satisfaction, supporting the SRP but nonsignificant on repurchase intentions, word-of-mouth, and corporate image, suggesting that there is no effect of the SRP on these variables. Additional analyses of moderator variables find that design (cross-sectional versus longitudinal), subject (student versus nonstudent), and service category (hotel, restaurant, and others) influence the effect of SRP on satisfaction. Finally, implications for managers and directions for future research are presented.