Organizations build competitive advantage when they design recovery framework with recourse to disgusted customers, given that no two failure experiences are the same. This paper proposed a framework that links user-involvement to customer satisfaction with five complaint response instruments, and specifically, provides insight into how the relational and interactive effects of personal involvement in service-failure encounters create post-recovery satisfaction. Unstructured and semi-structured interviews were conducted with mobile-telephone subscribers/ teachers from Federal Government Colleges (FGCs) in the South-Eastern, Nigeria. The findings show that regularity and significance of felt ordeals, and the serviceofficer's willingness to interface with disgusted customers were antecedents of social interactions, socio-economic satisfaction, and positive word-of-mouth. However, the findings affirm the proposed framework, conform to the expectations of socio-emotional selectivity theory, and show that customer characteristics, user-ABOUT THE AUTHORS Hart O. Awa has L-8298-2019 as a Web of Science (WOS) ResearcherID, powered by Publons of Wiley. He is a professor of Marketing, and a research point-man of the Department of Marketing and Faculty of Management Sciences, University of Port Harcourt, Nigeria. Hart writes and reviews for top-indexed and WOS journals, many of which are housed in Emerald, Taylor & Francis, Elsevier, Wiley, and Sage. He is a member of Emerald Literati Network, UK and Informing Science, US, and a Fellow of Word Business Institute (WBI), Australia.