The roles customers’ personality characteristics play on recovery strategies (Apology, Compensation and Refund) put forward by firms when experiencing service failure has been largely uncovered by Soyoye and Jenyo (2014). However, the study could not cover the implications of conscientiousness and Openness to Experience in the Five Factor Model (FFM) of personality. This research extends the literature further by exploring these. With a change in methodology and the case study (retail supermarkets), in contrast with Soyoye and Jenyo (2014), the findings show that Conscientious customers have high disposition to refund first, and compensation at the same time while in the same vein,
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