The role of customer’s engagement in service recovery

The current research aims to identify the role of customer's engagement in service recovery. It examines the impact of inter-customer recovery relative to service provider recovery practices when failures are attributed to different causes, including severe service failures. Mixed methods approach is conducted to answer the research questions. The results demonstrated that service provider recovery, compared to inter-customer recovery, has a stronger impact on customers' satisfaction and behavioural intentions, regardless of the cause and severity of the failure. However, customers perceive the service provider's recovery efforts more favourably when the failure is attributed to another customer. The current research contributes to service management literature by providing insights into the influences of customers' engagement behaviours during service delivery. It assists service providers in the development and implementation of effective recovery strategies to avoid customers' negative behavioural outcomes.