A Study of Customer Co-recovery：The Moderating Effect of Perspective and Failure Severity

• Main Authors: HUI-HSIUNG HUANG, 黃輝雄
• Other Authors: Hung-Jen Su
• Format: Others
• Language: en_US
• Published: 2014
• Online Access: http://ndltd.ncl.edu.tw/handle/6xkyt6

博士 === 國立中正大學 === 企業管理研究所 === 102 === This paper integrates customer participation in service recovery and social influence (self- and other-oriented perspective) in social psychology. In this article, the authors explore a conceptual model of customer co-recovery that is moderated by self-other perspective or service severity, using principles of co-creation value and social comparison. The research employs a mixed-design experiment, conducted using a survey method, in which customers evaluate various failure/recovery scenarios and complete a questionnaire with respect to overall satisfaction of an organization and repurchase intentions. Study 1 tests the impact of service failure/recovery (absent and present co-recovery) directed toward observing customers. The findings of study 1 show that customers in other-oriented perspective are influenced by service failure but also by service recovery that happened to other customers and that the impact of customer co-recovery on customer behavior is moderated by self-other perspective. Study 2 investigates the impact of the level of customer co-recovery under failure severity (non-severe vs. severe). The results show that when customers experienced severe failures, the ratings for overall satisfaction and repurchase intentions with Medium Customer Participation (Medium CP) are significantly higher than those with Low Customer Participation (Low CP) and High Customer Participation (High CP), but no significant difference between the last two service recoveries. When customers experienced non-severe failures, however, the ratings are not significantly different among three types of co-recovery. Theoretical and managerial implications are discussed.