Abstract
Research on severe service failure underlines the importance of distributive, interactional, and procedural justice (Weun, Beatty, & Jones, 2004). Since most of the research is based on a developed country context, it is unclear what drives service failure recovery in severe circumstances in emerging markets. Thus, we replicated the justice model in the airline industry in Brazil and found differences in the effects of the three justice dimensions. While interactional justice is important in both contexts, distributive justice is much less relevant in this emerging market, and only procedural justice was able to aide in the failure recovery.