期刊
JOURNAL OF THE ACADEMY OF MARKETING SCIENCE
卷 40, 期 6, 页码 771-790出版社
SPRINGER
DOI: 10.1007/s11747-011-0274-1
关键词
Service recovery; Co-creation; Co-production
类别
Because co-creation allows customers to help shape or personalize the content of their experience, it can affect customer satisfaction with recovery efforts, as well as offer a more cost-effective alternative to compensation. This article identifies specific situations in which co-creation is and is not useful. Study 1 tests the impact of co-creation in comparison with compensation for enhancing satisfaction with the recovery process and demonstrates that co-creation offers a cost-efficient strategy for companies when customers must deal with severe delays. Study 2 extends these results by showing that the impact extends to repurchase intentions. Study 3 details conditions in which co-creation harms evaluations. Finally, Study 4 explores whether it is necessary for the company to meet the customer's requests when co-creating a recovery, as well as what happens when the company exceeds a customer's requests. The article concludes with a discussion of the theoretical and managerial implications, limitations, and research directions that emerge from the studies.
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