Forgive Your Failures: How the Customer-Organization Relationship Benefits for the Service Recovery?

Although there is general agreement with the importance of high quality customer-organization relationships, there is no consistent evidence as to how the customer-organization relationship affects customers´ attitudes and behaviors after a service failure and recovery. This paper investigates the moderation effect of the service recovery condition on the relationship between customer-organization relationships and the effect of service recovery. The empirical result shows that strong relationships may provide a sort of protection which will benefit the service providers after a service failure.