The Effect of Preconsumption Mood and Service Recovery Measures On Customer Evaluations and Behavior in a Strategic Alliance Setting

In recent years, researchers have devoted considerable attention to the study of service failure and recovery, predominantly focusing on the impact of a single service failure event. More recently, several researchers have begun to investigate how multiple service failures over an extended time period influence consumer evaluations. However, current research has ignored the impacts of service failures and recovery measures in situations in which...