This study aims to analyze the effect on consumer satisfaction given different types of resolutions to e-commerce service failure. Seeking, to identify whether the services paradox exists and the reasons for its existence. The research was carried out with men and women, residents of the state of Rio de Janeiro, between 21 and 61 years old. For this, an exploratory research of qualitative nature based on a projective technique was elaborated. In this way, the goal was to analyze the feelings of consumers when facing company solutions after a service failure. After the analysis, it was concluded that consumers tend to be dissatisfied with solutions already expected, not being properly rewarded enough to continue buying from the establishment. Finally, some actions were listed to redirect the company s attitude.