The Impact of Artificial Intelligence Preventive Service Recovery on Customer Satisfaction

Liu Ruping,Mei Jie,Lv Linxiang

Journal of Marketing Science ›› 2026, Vol. 6 ›› Issue (2) : 40-56.

PDF(10583 KB)
PDF(10583 KB)
Journal of Marketing Science ›› 2026, Vol. 6 ›› Issue (2) : 40-56.
Research Papers

The Impact of Artificial Intelligence Preventive Service Recovery on Customer Satisfaction

  • Liu Ruping,Mei Jie,Lv Linxiang
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Abstract

Existing research on AI service recovery strategies mostly focuses on the post-service stage. However, due to the lack of human employee involvement, the effectiveness of post-service recovery is hard to determine. Therefore, the issue of AI preventive service recovery and its effectiveness urgently needs to be explored. Based on the Expectation Disconfirmation Theory, this paper investigates the impact of AI preventive recovery on customer satisfaction and its mediating mechanisms, and further reveals the differences in the effectiveness of AI preventive recovery under different failure scenarios. Through three experimental studies, it is found that the presence (vs. absence) of AI preventive recovery can significantly enhance customer satisfaction. Perceived respect and perceived risk play a dual mediating role in this process, where perceived respect has a positive mediating effect, and perceived risk has a negative mediating effect, with the positive mediating effect being stronger than the negative one. In addition, compared with outcome failure, AI preventive recovery significantly improves customer satisfaction in process failure. This paper enriches the theoretical findings on AI service recovery and also provides theoretical guidance for service providers to adopt AI preventive recovery.

Key words

AI preventive service recovery; perceived respect; perceived risk; customer satisfaction; failure types

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Liu Ruping,Mei Jie,Lv Linxiang. The Impact of Artificial Intelligence Preventive Service Recovery on Customer Satisfaction[J]. Journal of Marketing Science. 2026, 6(2): 40-56

Funding

国家社会科学基金(22BGL256)和国家自然科学基金青年科学基金(72502039)
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