Abstract
Service failures are common and often times such failures are witnessed by other customers, but very little is known about how consumers react to service recovery efforts aimed at other customers. Using the deontic theory of justice as a framework, this study examines consumers’ reactions to justice directed toward other customers. Results show that the valence of the other customer’s recovery attempt had a significant impact on the focal customer’s reactions and evaluations, and that the focal customer’s reactions were moderated by the valence of their own service experience. Managerial implications and limitations are discussed.