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This article delves into a theoretical framework evaluating the outcomes of justice perception (JP) on post-complaint behaviors. In addition, this article intends to facilitate service strategists to tailor service recovery efforts to attain a competitive gain.

We explored the complex relationships between JP and positive word-of-mouth (PWOM), evaluating the role of recovery disconfirmation (RD) as a mediator and also exploring factors that work as moderators. Data were collected in three different studies (Study 1: survey in banking service, Study 2a: experiment in hotel service and Study 2b: experiment in banking service) and were evaluated through the regression-based analysis.

Findings show that the link between JP and PWOM is mediated by RD. Moreover, the attitude toward complaining, failure severity and cognitive reappraisal function as moderators in affecting the behavioral consequences of JP.

In contrast to existing research discussing similar topics, in this article, exclusive focus is given on the moderation and mediation impacts for hypotheses evaluation. Thus, the outcomes from our studies provide a strategic outline for managing service failures by enhancing customer interactions, creating opportunities for competitive gain.