Article (Scientific journals)
Co-creating service recovery after service failure: The role of brand equity
Hazee, Simon; Van Vaerenbergh, Yves; Armirotto, Vincent
2017In Journal of Business Research, 74, p. 101-109
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Keywords :
Service failure; Service recovery; Co-creation; Brand equity
Abstract :
[en] 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 out- lines 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 recov- ery 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 ser- vice failure, which in turn influences satisfaction with service recovery and repurchase intentions. In addition, co- creating a service recovery is recommended for organizations with low levels of brand equity, but not for orga- nizations with high levels of brand equity.
Disciplines :
Marketing
Author, co-author :
Hazee, Simon ;  Université de Liège > HEC Liège : UER > UER Management
Van Vaerenbergh, Yves;  KULeuven > Marketing
Armirotto, Vincent;  KULeuven
Language :
English
Title :
Co-creating service recovery after service failure: The role of brand equity
Publication date :
May 2017
Journal title :
Journal of Business Research
ISSN :
0148-2963
eISSN :
1873-7978
Publisher :
Elsevier Science
Volume :
74
Pages :
101-109
Peer reviewed :
Peer Reviewed verified by ORBi
Available on ORBi :
since 10 February 2017

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