Abstract
There is a gap in the literature with respect to studies that examined the importance of service recovery for Generation Y customers in an online travel context. This study examines various dimensions of commitment important to the development and maintenance of enduring relationships with Generation Y. The theoretical foundations for this study are based on social exchange theory, commitment-trust theory, and organizational commitment theory. The results of the study shows that affective commitment and trust are the most important constructs for building longterm relationships following service recovery; on the other hand, calculative commitment had negative impact on trust. The implications of these findings for both research and practitioners are discussed in the final section of the study.