“…This is used only in double service recovery and has not been discussed in single deviation literature (e.g., written, managerial apology). While Basso and Pizzutti (2016), Gasparotto et al (2018), Pacheco et al (2019) and Joireman et al (2013) insisted on using recovery strategies similar to those in single service failures, but with higher magnitude (e.g., higher financial compensation, quicker front‐line apology), Johnston and Fern (1999) and Edvardsson et al (2011) advocated the use of exclusive double recovery strategies, such as managerial apology, written assurance and written explanation to accomplish a successful recovery. Joireman et al (2013), considered the joint effects of multiple recovery strategies during double service recovery, but most works have studied the isolated effect of recovery strategies despite firms' actual use of multiple recovery strategies.…”