Service failure of high severity can lead to high recovery satisfaction when recovery efforts are seen very fair. Customers satisfied with recovery efforts and displaying high attachment anxiety will continue to repurchase. Attachment avoidance did not have an impact on the behavioural intentions and neither did the brand authenticity perception.

ABSTRACT
INTRODUCTION
LITERATURE REVIEW
METHODOLOGY
FINDINGS AND DISCUSSION
IMPLICATIONS FOR THEORY AND PRACTICE

• Sarabjit Kaur Sidhu(University of Nottingham Malaysia, Malaysia)
• Fon Sim Ong(University of Nottingham Malaysia, Malaysia)
• Sathyaprakash Balaji Makam(University of Nottingham Ningbo China, China)