Customer complaint or customer voice has been recognized as a key response to service failure that activates service recovery. This study aims at investigating how managing customer voice affects service recovery evaluation. Building on the concept of initiation, this study conceptualizes three conditions of service recovery, namely, service recovery based on customer-initiated voice, service recovery based on firm-initiated voice, and service recovery based on no voice. Using an experimental design, the present study investigates how customer evaluations of service recovery vary across voice initiation conditions. The multivariate analysis of covariance (MANCOVA) reveals that firm-initiated voice, compared with customer-initiated voice, elevates customer perceived justice and satisfaction while diminishing negative word-of-mouth intention. The research findings emphasize the necessity to activate customer’s voice following a service encounter so that service failure can be identified and addressed, which helps in improving customer evaluation of service recovery attempts.

客户投诉或客户声音已被认为是对服务失败的关键响应，可激活服务恢复。本研究旨在调查管理客户声音如何影响服务恢复评估。本研究基于发起的概念，将服务恢复的三个条件概念化，即基于客户发起语音的服务恢复、基于公司发起语音的服务恢复和基于无语音的服务恢复。本研究使用实验设计调查了客户对服务恢复的评估如何随语音启动条件而变化。协方差的多变量分析 (MANCOVA) 表明，与客户发起的声音相比，公司发起的声音提高了客户感知的公正性和满意度，同时减少了负面的口碑意向。