The repair of service failures has been widely studied, but few studies have addressed the situation where the repair fails to satisfy customers, creating a double deviation. This situation can generate negative emotions, which in turn can lead to behaviors that are highly detrimental to the business. It is therefore crucial to find effective strategies to prevent these negative behaviors and regain customer satisfaction and loyalty after a double deviation. A qualitative study explored ways to remedy this situation. The results suggest (1) a better understanding of customer emotions (2) the key role of per- sonalizing repairs and (3) the need for relational, non-transactional management.