عنوان انگلیسی مقاله:

Co-creating service recovery after service failure: The role of brand equity

ترجمه عنوان مقاله: نقش ارزش ویژه برند در ایجاد بهبود خدمات شرکت پس از شکست خدمات

رشته: مدیریت بازاریابی

سال انتشار: 2017

تعداد صفحات مقاله انگلیسی: 9 صفحه

منبع: الزویر و ساینس دایرکت

نوع فایل: pdf

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چکیده مقاله

Co-creating service recovery with customers has recently appeared as a newperspective 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 recoverymakes customers believe they received themost favorable solution for the service failure,which in turn influences satisfactionwith 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.
Keywords: Service failure, Service recovery, Customer satisfaction, Co-creation, Brand equity

مقدمه انگلیسی مقاله

Many customers experience service failures. For example, the U.S. Department of Transportation (2016) reports that of the 423,889 flights in the U.S. in February 2016, a little b70,000 flights were delayed, and almost 7000 flights were cancelled. As service failures are a major cause of customer defection (Knox & Van Oest, 2014), managers benefit from understanding how to restore customer satisfaction following these events. Researchers propose several service recovery options, such as offering compensation, apologizing, showing empathy, and offering explanations (Gelbrich & Roschk, 2011). More recently, researchers demonstrate the viable benefits of co-creating service recovery with customers. A co-created service recovery refers to customers’ “ability to shape or personalize the content of the recovery through joint collaboration with the service provider” (Roggeveen, Tsiros, & Grewal, 2012, p. 772). Several studies show the positive effect of a co-created service recovery on customer satisfaction and repurchase intentions, especially since customers consider a co-created service recovery as more fair (e.g., Cheung & To, 2016). Interestingly, research also reveals that a co-created service recovery makes customers less likely to demand a compensation (Roggeveen et al., 2012).
This paper complements prior research in threeways. First,while researchers have been studying service recovery issues for over 40 years (Van Vaerenbergh & Orsingher, 2016), co-creating a service recovery emerged as a research stream only recently. The increased popularity of co-creation in service recovery calls for additional empirical verifications, particularly considering the increasing emphasis on replications in marketing science (Lynch, Bradlow, Huber, & Lehmann, 2016).
Second, despite the observation that people’s evaluations of joint decision making is driven by both justice and outcome favorability perceptions (Skitka, Winquist, & Hutchinson, 2003), the service recovery literature focuses predominantly on perceived justice as a theoretical mechanism. Researchers, however, question whether other mechanisms underlie the effects of service recovery on customer evaluations (Van Vaerenbergh & Orsingher, 2016). This study provides a better understanding of the co-created recovery customer outcomes relationships by examining the mediating role of outcome favorability, that is customers’ beliefs that the received outcome is the most favorable of all potential outcomes.

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