“…Given this fact, service recovery, which is defined as "the actions and activities that a service organisation and its employees perform to 'rectify, amend, and restore the loss experienced' by customers", is critical for service providers (Gronroos, 1988). A review of existing studies reveals that service recovery not only impacts on customer satisfaction (Brown et al, 1996;Maxham, 2001) but also helps organisations to achieve even greater customer satisfaction than without service failure (Magnini et al, 2007;Lin, 2011), which is called the "service recovery paradox". As such, successful service recovery leads to profitability (Stauss and Schoeler, 2004).…”