Managing novice and experienced customers: an evaluability-based perspective on service recovery
(A2025-124026)

AUTHORS

Lucia Silvestro, Aston University; Lloyd Harris, Alliance Manchester Business School; Doga Istanbulluoglu, University of Birmingham

ABSTRACT

Evaluability theory (Hsee, 1996) elucidates the explanatory power of incorporating the knowledge-based aspect of prior experience to explain individuals’ evaluations. However, evaluability theory has been largely neglected within service recovery literature in favour of relational approaches to the study of prior experience. We utilise evaluability theory to explain how the emphasis placed by customers on recovery tactics changes as consumption unfolds. We conduct 20 in-depth qualitative interviews in the hotel context, followed by a scenario-based experiment. Study 1 explores how novice and experienced customers recall service failure and recovery experiences. Study 2 tests whether prior experience moderates the effects of monetary overcompensation and empathy of apology. Our findings indicate that the revenge desires of more experienced customers are more responsive to empathy of apology and overcompensation. The theoretical and practical insights of these findings are presented.