Underpinned by coping theory, this study investigates the extent to which service recovery strategies (e.g., firm-level apologies; compensation; feedback loops) stimulate customer forgiveness and post-trust following service failure. Adopting a two-stage explanatory sequential mixed-method, it investigates the interplay between prior knowledge of service providers, service failure incident familiarity, recovery strategies, forgiveness, and consumer evaluations within an Iranian food delivery platform. Survey responses (n = 925) reveal the role of recovery strategies in stimulating forgiveness and post-trust following service failure. Multi-group analyses reveal gender differences therein. Quantitative findings are extended narratively by customer interviews (n = 45), which suggest proactive, open, and immediate recovery protocol enactment holds greatest value in avoiding negative consumer responses to service failure, mitigating negative outcomes (e.g., anger, frustration). This study thus expands extant understanding of foodservice platform consumption behaviors, providing valuable practical insight for industry stakeholders with regards to the nuances of service failure and recovery in the digital age.

在应对理论的支持下，本研究调查了服务恢复策略（例如，公司层面的道歉；补偿；反馈循环）在服务失败后刺激客户宽恕和后信任的程度。它采用两阶段解释性顺序混合方法，调查了伊朗食品配送平台内服务提供者的先验知识、服务故障事件熟悉度、恢复策略、宽恕和消费者评估之间的相互作用。调查回复 (n = 925) 揭示了恢复策略在服务失败后激发宽恕和信任后的作用。多组分析揭示了其中的性别差异。客户访谈 (n = 45) 对定量结果进行了叙述性扩展，这表明主动、开放、立即恢复协议的制定在避免消费者对服务失败的负面反应、减轻负面结果（例如，愤怒、沮丧）方面具有最大价值。因此，本研究扩展了对餐饮服务平台消费行为的现有理解，为行业利益相关者提供了关于数字时代服务失败和恢复的细微差别的有价值的实用见解。