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EMAC 2021 Annual Conference

The role of customer and service provider mindfulness on trust recovery after a service failure

Published: May 25, 2021


Marta Bicho, IPAM Lisboa & Instituto Universitário de Lisboa (ISCTE-IUL), Business Research Unit (BRU-IUL); Natália Pacheco, IPAM Lisboa; Luisa Martinez, IPAM Lisboa


Consumers’ perception towards trust recovery tactics in the presence of a service failure might be dependent upon a variety of factors (e.g., customer’s cognitive, emotional and behavioral reactions). Additionally, consumers’ mindfulness levels (high vs. low) could play a role on the trust recovery tactics of a service failure. Moreover, mindfulness in services may be addressed also to the level of mindfulness of the service provider. Although some research has given attention to the emotional role of consumers to service failure responses, investigation regarding the influence of mindfulness is still very limited. This paper aims to fill this gap by examining whether trust recovery tactics of a mindful service provider will be more effective in recovering trust of mindful customers (vs. low mindful customers). The theoretical foundations for this examination are drawn and some propositions are made for future empirical investigation.