Purpose – The purpose of this paper is to examine how service failure affects customers’ negative response and how service recovery affects perceived justice in the context of different relationship norms. Design/methodology/approach – It includes four studies that examine how relationships influence customer reactions to service failures. In study 1, the paper examines how service failures affect customers’ negative reaction. In study 2, the paper examines how service recoveries influence perceived justice. Study 3 and study 4 test the robustness of the results of study 1 and study 2. All studies have a 2×2 between-subjects design. Findings – The results show that individuals in exchange relationships experience a stronger feeling of betrayal than those in communal relationships during service failures. Further, individuals feel more betrayed and show greater negative responses during process failures. They perceive greater justice when offered physical recoveries, which, in turn, contributes to higher service-recovery satisfaction. Research limitations/implications – This study was conducted in Taiwan. Customer reactions to service failures may vary according to cultural and environmental contexts. Practical implications – Service providers are encouraged to cultivate relationships with customers and identify different types of customers to compensate them more effectively, according to their preferences. Originality/value – This study introduces relationship norms to investigate consumer responses to service failures. The main contributions are twofold; it investigates the effect of relationship norms on customer responses to service-failure types and service-recovery types.

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People who eat out in urban are more common than ever before. However, restaurant foods are often high in calories, and lack for enough vegetables. Moreover, they provide too many calories from animal fat and protein resulting in a high risk of cardiovascular and other chronic diseases. Furthermore, a diet high in animal products contributes to global warming. For these reasons, a vegetarian diet can be recommended. The main purposes of this study are the following: (1) Understanding and evaluating the customers' preferences when selecting vegetarian restaurants. (2) In order to decrease the disease risks and the negative impact on the planet caused by a meat diet, researching ways to encourage consumers to choose vegetarian restaurants. The results of conjoint analysis indicated that when people choose vegetarian restaurants, they prefer ones that provide Chinese style cuisines, organic foods, cuisines that can help to lose weight, interiors with simple décor and ones that promote environmental protection.