دانلود رایگان مقاله بازیابی خدمات ایجاد شده پس از شکست خدمات نقش برابری برند

ABSTRACT

Co-creating service recovery with customers has recently appeared as a new perspective in service research. Prior research demonstrates the effectiveness of co-created recovery strategies in driving customer outcomes, and outlines when co-creating a service recovery is recommended. This paper complements prior research not only by demonstrating the mediating role of outcome favorability in the relationship between co-created service recovery and customer outcomes, but also by showing whether organizations with different levels of brand equity benefit equally from co-creating service recovery with their customers. The results of two experiments show that co-creating a service recovery makes customers believe they received the most favorable solution for the service failure, which in turn influences satisfaction with service recovery and repurchase intentions. In addition, cocreating a service recovery is recommended for organizations with low levels of brand equity, but not for organizations with high levels of brand equity.

5. Discussion

5.1. Theoretical implications The aim of this paper was to examine the impact of co-creating a service recovery on customer outcomes, resulting in three main contributions. First, the relationships between co-creation in service recovery and customer outcomes are not as clear-cut as in prior research. A cocreated service recovery has a significant effect on satisfaction with service recovery in both settings, but has a significant effect on repurchase intentions only one setting. In order to assess the extent to which these findings diverge from prior literature, we use the meta-analytic effect size estimates reported in the method section (Section 3.3 Participants) to construct a theoretical effect size distribution for both dependent variables. Fig. 2 shows these meta-analytically derived effect size distributions. We also plotted the effect sizes for the co-created service recovery—customer outcomes relationships in both samples.