Firms struggle to respond to product recalls and manage post-recall customer satisfaction. In three studies, we examine the impact of firms’ remedy choice on satisfaction and provide evidence that firms’ post-recall remedy efforts are often not optimal. In Study 1 (field study), we estimate the longer-term effects of remedy on different satisfaction metrics and show that offering full remedy is much more important for low and high (vs. medium) brand equity firms, especially when failure severity is high. In Study 2 (experiment), we find further evidence that the positive impact of full remedy on satisfaction is moderated by brand equity in a u-shaped fashion. Finally, Study 3 (experiment) provides further evidence that the relationship between remedy and brand equity is contingent on failure severity. The findings contribute to the literature on firms’ management of negative relationship events and provide managers with the empirically grounded 5R guidelines to make better remedy decisions in response to product recalls.

公司努力应对产品召回和管理召回后的客户满意度。在三项研究中，我们检验了企业的补救选择对满意度的影响，并提供证据表明企业的召回后补救措施通常不是最佳的。在研究 1（实地研究）中，我们估计了补救措施对不同满意度指标的长期影响，并表明提供全面补救措施对于低和高（与中等）品牌资产公司更为重要，尤其是在失败严重程度较高的情况下. 在研究 2（实验）中，我们发现进一步的证据表明，完全补救对满意度的积极影响以 U 型方式受到品牌资产的调节。最后，研究 3（实验）提供了进一步的证据，证明补救措施和品牌资产之间的关系取决于失败的严重程度。