This research was completed as part of the first two authors' graduate studies, under the supervision of the third author.
Interactive Effects of Proactive and Reactive Service Recovery Strategies: The Case of Rapport and Compensation1
Article first published online: 17 OCT 2007
Journal of Applied Social Psychology
Volume 37, Issue 11, pages 2496–2517, November 2007
How to Cite
Worsfold, K., Worsfold, J. and Bradley, G. (2007), Interactive Effects of Proactive and Reactive Service Recovery Strategies: The Case of Rapport and Compensation. Journal of Applied Social Psychology, 37: 2496–2517. doi: 10.1111/j.1559-1816.2007.00267.x
- Issue published online: 17 OCT 2007
- Article first published online: 17 OCT 2007
Researchers have recently investigated the efficacy of different strategies for recovery from service failure. This paper reports 2 studies that test the effects of a reactive (compensation) and a proactive recovery strategy (establishing prior rapport between service provider and customer). These strategies, plus aspects of the service problem, were manipulated using written scenarios. Consistent with predictions based on justice theory and the service recovery literature, customer evaluations were more favorable following high rapport, high compensation, minor service failures, and nonfinancial losses. Rapport and compensation interacted in a manner consistent with the fair process effect, although this interaction varied with failure severity and the dependent variable studied. The research underscores the importance of relationship building in the management of service failures.