{"status":"ok","message-type":"work","message-version":"1.0.0","message":{"indexed":{"date-parts":[[2026,4,9]],"date-time":"2026-04-09T22:20:28Z","timestamp":1775773228386,"version":"3.50.1"},"reference-count":61,"publisher":"MDPI AG","issue":"3","license":[{"start":{"date-parts":[[2025,7,16]],"date-time":"2025-07-16T00:00:00Z","timestamp":1752624000000},"content-version":"vor","delay-in-days":0,"URL":"https:\/\/creativecommons.org\/licenses\/by\/4.0\/"}],"funder":[{"name":"Zhejiang Provincial Philosophy and Social Science Planning Project","award":["25BNHZ035YB"],"award-info":[{"award-number":["25BNHZ035YB"]}]}],"content-domain":{"domain":[],"crossmark-restriction":false},"short-container-title":["JTAER"],"abstract":"<jats:p>In today\u2019s competitive environment of online service industries, particularly e-commerce, meeting consumer expectations is essential for service providers to ensure service quality. However, service failures are unavoidable, leading to unfavorable consequences for businesses. Understanding the mechanisms for customer recovery after negative service experiences is crucial. Using cognitive\u2013emotional personality systems theory and benign violation theory, this study constructed a theoretical model. A total of 351 samples were collected through a situational simulation experiment for a linear regression analysis. A self-mocking response strategy positively influenced brand trust through perceived brand authenticity regarding the dimensions of credibility, integrity, and symbolism. Simultaneously, brand trust was identified as a key driver of post-recovery satisfaction. This study proposes a chain mediation model, which incorporates perceived authenticity and brand trust, to fully comprehend the mechanisms underlying consumers\u2019 satisfaction after service recovery. Our findings provide empirical evidence for the effects of self-mockery on post-recovery satisfaction, as well as suggestions for marketers seeking efficient means to meet consumers\u2019 emotional and cognitive demands during service recovery situations.<\/jats:p>","DOI":"10.3390\/jtaer20030183","type":"journal-article","created":{"date-parts":[[2025,7,16]],"date-time":"2025-07-16T10:46:05Z","timestamp":1752662765000},"page":"183","update-policy":"https:\/\/doi.org\/10.3390\/mdpi_crossmark_policy","source":"Crossref","is-referenced-by-count":3,"title":["Turning Setbacks into Smiles: Exploring the Role of Self-Mocking Strategies in Consumers\u2019 Recovery Satisfaction After E-Commerce Service Failures"],"prefix":"10.3390","volume":"20","author":[{"given":"Yali","family":"Zhang","sequence":"first","affiliation":[{"name":"College of Accounting, Ningbo University of Finance & Economics, Ningbo 315175, China"},{"name":"Zhejiang Marine Development Think Tank Alliance, Ningbo 315211, China"}],"role":[{"role":"author","vocabulary":"crossref"}]},{"given":"Jiale","family":"Huang","sequence":"additional","affiliation":[{"name":"College of Business Administration, Chonbuk National University, Jeonju 54896, Republic of Korea"}],"role":[{"role":"author","vocabulary":"crossref"}]},{"ORCID":"https:\/\/orcid.org\/0000-0002-4155-4013","authenticated-orcid":false,"given":"Qiwei","family":"Pang","sequence":"additional","affiliation":[{"name":"College of International Economics & Trade, Ningbo University of Finance & Economics, Ningbo 315175, China"},{"name":"Ningbo Philosophy and Social Science Key Research Base \u201cResearch Base on Digital Economy Innovation and Linkage with Hub Free Trade Zones\u201d, Ningbo 315175, China"},{"name":"Zhejiang Soft Science Research Base \u201cDigital Economy and Open Economy Integration Innovation Research Base\u201d, Ningbo 315175, China"}],"role":[{"role":"author","vocabulary":"crossref"}]}],"member":"1968","published-online":{"date-parts":[[2025,7,16]]},"reference":[{"key":"ref_1","doi-asserted-by":"crossref","first-page":"133","DOI":"10.1177\/0022242919889894","article-title":"When and why saying \u201cthank you\u201d is better than saying \u201csorry\u201d in redressing service failures: The role of self-esteem","volume":"84","author":"You","year":"2020","journal-title":"J. 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