Abstract:

With the situational simulation experiment, this paper separately researches the effects of immediate recovery, recovery, delay recovery on consumers’ emotion and behavioral intentions by taking service failure and recovery of the hotel and airline as example. The results show that the timing of recovery has significant effects on consumers’ emotion and behavioral intentions, that is, the sooner the service recovery is, the stronger the positive emotion, the positive word-of-mouth, and the repurchase intentions are and vice versa. Then there is a significantly positive correlation between the consumers’ positive emotion and the positive word-of-mouth and purchase intentions, and a significantly negative correlation between the consumers’ negative emotion and the positive word-of-mouth and purchase intentions. At last, there is a significantly positive correlation between the positive word-of-mouth and purchase intentions.

Key words: service failure, the timing of service recovery, consumers&rsquo, emotion, behavioral intentions