The effects of customer participation in co-created service recovery

被引:501
作者
Dong, Beibei [1 ]
Evans, Kenneth R. [2 ]
Zou, Shaoming [3 ]
机构
[1] Univ Missouri, Coll Business, Dept Mkt, Columbia, MO 65211 USA
[2] Univ Oklahoma, Price Coll Business, Norman, OK 73019 USA
[3] Univ Missouri, Coll Business, Columbia, MO 65211 USA
关键词
customer participation; service recovery; services marketing; co-creation; service-dominant logic; S-D logic;
D O I
10.1007/s11747-007-0059-8
中图分类号
F [经济];
学科分类号
02 ;
摘要
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.
引用
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页码:123 / 137
页数:15
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