Forschungsprojekt ::

Consequences of Customer Co-Production in Reactive and Proactive Service Recovery

Projektbeschreibung

Due to service heterogeneity and customer participation in the service delivery process, service failures are inevitable. To resolve these failures and restore customers, service providers initiate service recovery actions that determine not only customer satisfaction but also loyalty and repurchase intentions. Achieving positive post-recovery evaluations requires service providers to recognise just which factors influence those evaluations. For example, the impact of perceived justice or emotions on post-recovery evaluations has been widely examined; the relevance of customers’ co-production in recovery instead has been generally neglected. This gap frankly is astonishing, in that customers often must co-produce their own service recovery by providing information or performing tasks in the process. The scope of their contributions seemingly should have a determinant effect on their post-recovery evaluations. Therefore, this project aims to scrutinise the influence of co-production in recovery on customers’ post-recovery evaluations (e.g., satisfaction, word of mouth), in situations in which the service recovery is initiated by either the customer (i.e., reactive) or the organization (i.e., proactive). Moreover, this project seeks to identify personal and situational moderators of the underlying relationship. To do so the project entails both qualitative and quantitative empirical studies.