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Abstract

This paper presents a model of the effects of recovery level in terms of distributive, procedural, and interactional dimensions on consumer attitudes (satisfaction and trust) and their subsequent effects on behavioral intentions. Service medium (online and offline) is considered as a moderating variable in the perspective of psychological distance. Findings reveal that the effects of recovery levels on satisfaction and trust are greater in the offline medium than in the online medium. Moreover, in both low and high recovery situations, offline customers are more satisfied and have higher levels of trust than do online customers. As expected, satisfaction with service recovery plays a pivotal role in enhancing customer's trust and behavioral intentions.