The effects of customer participation in co-created service recovery |
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Authors: | Beibei Dong Kenneth R Evans Shaoming Zou |
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Institution: | (1) Department of Marketing, College of Business, University of Missouri—Columbia, 417 Cornell Hall, Columbia, MO 65211, USA;(2) Price College of Business, University of Oklahoma, 307 W. Brooks, Room 207, Norman, OK 73019, USA;(3) College of Business, University of Missouri—Columbia, 335 Cornell Hall, Columbia, MO 65211, USA |
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Abstract: | The benefits of customer co-creation of value in the service context are well recognized. However, little is known about service
failures in a co-creation context and the consequent roles of both firms and customers in the advent of service recovery.
In conceptualizing a new construct, “customer participation in service recovery,” this study proposes a theoretical framework
that delineates the consequences of the construct and empirically tests the proposed framework using role-playing experiments.
The results indicate that, when customers participate in the service recovery process in self-service technology contexts,
they are more likely to report higher levels of role clarity, perceived value of future co-creation, satisfaction with the
service recovery, and intention to co-create value in the future. Theoretical and managerial implications of the findings
are discussed.
Authors are listed alphabetically. |
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Keywords: | Customer participation Service recovery Services marketing Co-creation Service-dominant logic S-D logic |
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