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The dynamic role of “should expectation” in service recovery paradox


This paper proposes a theoretical framework which applies concepts of “will expectation” and “should expectation” to exploring the effects of service recovery on customers’ post-recovery satisfaction. The relationship among customers’ perceptions of service recovery and their different expectations for service recovery will determine the probability of customers’ post-recovery satisfaction exceeding their pre-failure satisfaction (service recovery paradox, SRP). Only when perceptions are higher than both will and should expectations, SRP is much likely to occur. In other cases, it will be difficult to have SRP. We extend this theory to dynamic process. The proposed theory could explain the conflicting findings of previous studies about SRP. Results of exploratory studies provide empirical support for our theory in the static case. Managerial implications and further research direction are also discussed.


通过提出一个理论框架, 试图解决已有文献中关于服务补救悖论是否存在的争论。 在引入“可能期望”和“应该期望”的概念的基础上, 针对单次补救和多次补救的情境, 讨论了两种期望和服务补救感知之间的关系以及对服务补救满意度的影响。 结论认为服务补救感知和应该期望之间的不一致才是导致服务补救悖论产生的直接原因, 从理论上解决了对服务补救悖论的矛盾发现。 最后讨论了这一理论的学术和实践意义。


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Correspondence to Ke Chen.

Additional information

Translated and revised partly from Yingxiao Kexue Xuebao 营销科学学报 (Journal of Marketing Science), 2007, (4): 28–37, and partly from Guanli Pinglun 管理评论 (Management Review), 2009, (1): 53–58

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About this article


  • will expectation
  • should expectation
  • service recovery paradox
  • customer satisfaction


  • 可能期望
  • 应该期望
  • 服务补救悖论
  • 顾客满意度