Theses and Dissertations - UTB/UTPA

Date of Award


Document Type


Degree Name

Master of Arts (MA)



First Advisor

Dr. Jennifer Lemanski

Second Advisor

Dr. Mohammadali Zolfagharian

Third Advisor

Dr. Young Joon Lim


Past research has revealed that very little research had examined services recovery strategies in the online context. The study investigated different types of companies’ responses to negative online reviews as a service recovery strategy after a service failure. The current research centers on the relationship between one service recovery strategy and three online customer behavioral reactions: post-purchase cognitive dissonance, post-recovery satisfaction and re-purchase intentions. Participants were randomly assigned to one of five conditions and were asked to complete a questionnaire that measured cognitive dissonance, post-recovery satisfaction and re-purchase intention scores, as well as demographic items. Results showed that the apology condition had a significant impact on customer’s post-purchase dissonance, post-recovery satisfaction and re-purchase intentions


Copyright 2014 Claudia L. Ramos. All Rights Reserved.

Granting Institution

University of Texas-Pan American

Included in

Communication Commons