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- Title
The effects of customer participation in co-created service recovery.
- Authors
Dong, Beibei; Evans, Kenneth R.; Zou, Shaoming
- 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.
- Subjects
CONSUMER attitudes; CONSUMER behavior; ORGANIZATIONAL behavior; ROLE playing; SELF-service (Economics); MARKETING research
- Publication
Journal of the Academy of Marketing Science, 2008, Vol 36, Issue 1, p123
- ISSN
0092-0703
- Publication type
Article
- DOI
10.1007/s11747-007-0059-8