Abstract
This paper investigates the role of customer orientation (CO), technology orientation (TO), and internal orientation (IO) in explaining firms' service recovery performances. Multilevel analysis is used for data collected from 500 complaining customers nested in 100 firms to test the study's hypotheses. Findings show that while the three knowledge-based resources (CO, IO, and TO) increase customers' recovery satisfaction, only the human knowledge resources provide a buffer effect against the detrimental effects of service failures through the activation of their confirmatory biases. The result indicates the viability of TO as a recovery reactive resource rather than as a preventive resource.