A light in the dark: The benefits of co-production in service failures |
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| Affiliation: | 1. School of Management, Federal University of Rio Grande do Sul (UFRGS), 855 Washington Luiz Street, Porto Alegre, Brazil;2. Faculty of Economics and Business Administration, Ghent University, Tweekerkenstraat 2, 9000 Ghent, Belgium;3. IMED Business School, Faculdade Meridional, 304 Senador Pinheiro Street, Passo Fundo, Brazil;1. School of Business, University of the Sunshine Coast, Sippy Downs, Australia;2. Department of Marketing, Faculty of Management, Bournemouth University, Executive Business Centre, 89 Holdenhurst Road, Bournemouth BH23 2EL, United Kingdom;1. College of Business, Zayed University, P.O Box 144534, Abu Dhabi, UAE;2. College of Art and Creative Enterprise, Zayed University, P.O Box 144534, Abu Dhabi, UAE;1. Department of Management & Marketing, College of Business Administration & Information Sciences, Clarion University of Pennsylvania, 317 Still Hall, 840 Wood Street Clarion, PA 16214, United States;2. Department of Economics and Business Washington and Jefferson College, Burnett 110, 60 South Lincoln Street, Washington PA 15301, United States;1. School of International Business Administration, Shanghai University of Finance and Economics, Shanghai 200433, China;2. Monash Business School, Monash University, Caulfield East, VIC 3145, Australia;1. Polytechnic Institute of Cavado and Ave (School of Management), Portugal;2. School of Economics and Management of the University of Porto, Portugal;1. Université Laval/American University in Dubai, 2325 Rue de l''Université, Quebec City, Quebec, Canada G1V 0A6;2. Université Laval/Kedge Business School (Marseille), 2325 Rue de l''Université, Quebec City, Quebec, Canada G1V 0A6 |
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| Abstract: | Co-production is increasingly common but, at the same time, services failures are inevitable. Considering that previous studies are controversial about the effects of failed co-produced services, the goal of this research is to investigate the influence of co-production on causal locus attribution, in addition to emotional and attitudinal outcomes. Two experimental studies show that co-production reduces the self-serving bias, a result that brings implications for the services literature and practice. In addition to the positive effects of co-production, evidenced by previous studies, this research shows that companies and customers can benefit from co-production even when failures occur. |
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| Keywords: | Co-production Customer participation Self-serving bias Locus attribution Regret Disappointment |
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