The influence of emotions on customer's cognitive evaluations and satisfaction in a service failure and recovery context

Abstract

The aim of this paper is to explore the relationship between customers' negative emotions after a failure, their cognitive evaluations of the recovery process, and the overall or cumulative satisfaction in a service context. Two different constructs measure a customer's cognitive evaluations of the recovery process: disconfirmation of expectations and perceived justice. The proposed model is tested on a sample of financial service customers who suffered some type of failure. The results indicate that emotions have an indirect effect on overall or cumulative satisfaction through cognitive evaluations.