Journal
JOURNAL OF THE ACADEMY OF MARKETING SCIENCE
Volume 36, Issue 1, Pages 123-137Publisher
SPRINGER
DOI: 10.1007/s11747-007-0059-8
Keywords
customer participation; service recovery; services marketing; co-creation; service-dominant logic; S-D logic
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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.
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