The Effect of the Degree of Service Recovery on Customers' Emotion and Behavioral Intentions

Based on the full review of the literature on service recovery, this paper has probed elaborately into the effect of the degree of service recovery on customers' emotion and behavioral intentions, and the effect of customers'emotion on positive word-of-mouth and purchase intentions in service recovery. Adopting the method of scenario simulation experiment to research into student specimens, authors have confirmed that the higher the level of service recovery, the stronger the onsumers'positive emotion, positive word-ofmouth and purchase intentions, then validated the remarkable effect of emotion on positive word-of-mouth and purchase intentions, and finally suggestions have been provided for service firms about the marketing strategy concerning service recovery. In the end of this paper, some limitations about this research and orientations about the sequent exploration were mentioned.