Effects of inviting customers to share responsibility in the context of impersonal service

Purpose - The purpose of this paper is to investigate how customers respond to a service provider's invitation to share responsibility for the experience of an "impersonal" service that is not customized but available to all customers on an equal footing; specifically to assess the extent to which the tendency to psychological reactance moderates their responses. Design/methodology/approach - Four studies investigate the effects of such invitations on perceptions of shared responsibility, the mechanism underlying that process, the effect of trait reactance on susceptibility to an invitation, and the extent to which a predisposition to reactance moderates the effect of an invitation on willingness to share blame for service failure. Findings - Service customers are more likely to feel a sense of shared responsibility and less likely to experience reactance in response to a "reciprocal" invitation to participate in "co-creation" of the experience than to a more "unilateral" invitation. That heightened perception of shared responsibility was restricted to low-reactance individuals, who were also more willing to share the blame for service failure in response to a unilateral invitation and even more so when it was reciprocal. The willingness of high-reactance individuals was unaffected by the type of invitation. Originality/value - Whereas the relevant literature has focussed mainly on person-to-person service transactions, the studies reported here show how customers may be converted into active partners in an "impersonal" service encounter.