This article investigates the processes through which relationship quality influences attributional, emotional, and behavioral responses to service failures. Results indicate that relationship quality reduces the likelihood of adverse behaviors by making blame and anger less intense. Results confirm the importance of relationship building behaviors and suggest strategies for reducing vulnerability to customer defection and adverse communications. To reduce negative word-of-mouth, managers should use relationship-building efforts to augment service recovery programs. To make customer exit less likely, service managers should invest in relationship building efforts that help to differentiate their service offers and increase barriers to exit.