The Affect of Consumer Readiness for Participation in E-Service Recovery on Intention toward Future Co-creation: An Experimental Study

• Main Authors: Yi-ShiChen, 陳乙希
• Other Authors: Hsin-Hsin Chang
• Format: Others
• Language: en_US
• Published: 2010
• Online Access: http://ndltd.ncl.edu.tw/handle/87899078362419279256

碩士 === 國立成功大學 === 企業管理學系碩博士班 === 98 === Self-Service Technologies (SSTs) afford customers more quick and convenient service. In the process of service delivery, however, SSTs can’t avoid service failures. Previous research has proposed that customer intention toward future co-creation can be enhanced by participation in e-service recovery. Based on this literature stream, this study adopted SSTs as a research context (online shopping and ticketing) to investigate the effects of customer participation in e-service recovery and consumer readiness with regard to intention toward future co-creation. This study manipulated the level of customer participation in e-service recovery (high, medium and low participation levels) and SST service types (a shopping system and a ticketing system) to conduct a 2 × 3 between-subjects experimental design and obtained 331 valid samples. The results showed that as the level of customer participation in e-service recovery grows, their ability, extrinsic and intrinsic motivation with regard to future co-creation are increased. Also, as the level of customer ability and extrinsic motivation in future co-creation increases, customer has greater intention towards future co-creation. Therefore, this study suggests that SSTs service providers can increase the level of customer participation in e-service recovery and consumer readiness to enhance customer intention toward future co-creation, and hence, increase the likelihood of profitability potential.