The service recovery paradox, a phenomenon wherein customers express higher satisfaction following service failure resolution than if no failure had occurred, has been a subject of intrigue and debate in service management literature. This study delves into the intricate dynamics of this paradox by investigating the influence of service encounters and contextual factors. Through empirical analysis and qualitative inquiry, we explore the conditions under which the service recovery paradox emerges and its implications for service providers striving to enhance customer satisfaction and loyalty.

Service Recovery Paradox, Contextual Factors, Service Failure Resolution

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