Reference : Co-creating service recovery after service failure: The role of brand equity
Scientific journals : Article
Business & economic sciences : Marketing
Co-creating service recovery after service failure: The role of brand equity
Hazee, Simon mailto [Université de Liège > HEC Liège : UER > UER Management >]
Van Vaerenbergh, Yves mailto [KULeuven > Marketing > > >]
Armirotto, Vincent mailto [KULeuven > > > >]
Journal of Business Research
Elsevier Science
Yes (verified by ORBi)
[en] Service failure ; Service recovery ; Co-creation ; Brand equity
[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.

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