Service Recovery Observer Paradox: Using Negative Facebook Comments to Signal Trust and Honesty

Brent Coker, University of Melbourne, Australia
Victoria Shaw, University of Melbourne, Australia
Using two controlled experiments, we demonstrate a “Service Recovery Observer Paradox”, whereby observers of service recovery efforts in response to negative Facebook comments develop stronger relations with the brand than when an insufficient or no service response is observed.
[ to cite ]:
Brent Coker and Victoria Shaw (2015) ,"Service Recovery Observer Paradox: Using Negative Facebook Comments to Signal Trust and Honesty", in NA - Advances in Consumer Research Volume 43, eds. Kristin Diehl and Carolyn Yoon, Duluth, MN : Association for Consumer Research, Pages: 489-490.