When I first heard about this concept of “having a service failure could results a better customer satisfaction than not having a service failure”, I thought this is some kind of joke. However, I soon found that there are number of studies done on this topic. Interestingly, this paradox of service recovery is supported by many management theories such as expectancy-disconfirmation theory, script theory and commitment-trust theory. Therefore, it is worth to have a more serious look at the implications of this paradox.
