Analysing the Fulfilment of Service Recovery Paradox in Retailing

The literature dealing with the Service Recovery Paradox (SRP) is vast, but some results are confusing and contradictory. This paper aims at verifying the compliance of the SRP in the context of retailing. Considering a sample of consumers that experienced a failure in the service delivered by a retailer and are very satisfied with the solution provided by the store employee, we test the existence of significant differences in the customer satisfaction levels with the store before and after experiencing the problem. As a result, we observed that the compliance of the SRP is highly related with the consumer socio-demographic characteristics as well as the shopping experience.