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Co-creation of Service Recovery and Post-Recovery Responses: The Impact of Cultural Values Orientations and Outcome Favorability

  • Research Papers
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Journal of Service Science Research

Abstract

It is now well established from a variety of studies, that service recovery is essential for service providers to retrieve the customer’s satisfaction after the service failure. Recent evidence suggests that the co-creation of service recovery has a positive outcome for both service providers and customers. However, very little is currently known about the impact of customers’ cultural orientations in implementing co-creation of service recovery. In the present research, using an experimental design, first we examined the impact of co-creation on the perception of outcome favorability for the customers with high/low cultural values orientations and second, we measure the influence of perception of outcome favorability on the customer’s post-recovery responses. The result revealed that the co-creation of recovery attributes is indeed associated with a higher perception of outcome favorability for customers with higher cultural values. The result also indicated that the customer’s perception of outcome favorability is positively associated with satisfaction and repurchase intention.

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Authors and Affiliations

  1. School of Business and Governance, Tallinn University of Technology, Tallinn, Estonia

    Naghmeh Nik Bakhsh

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  1. Naghmeh Nik Bakhsh
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Correspondence to Naghmeh Nik Bakhsh.

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Author Biographies

Naghmeh Nik Bakhsh is a PhD student of Business Administration at Tallinn University of Technology in Estonia. She holds a bachelor’s degree from Industrial engineering and master’s degree from MBA. Her research interests include areas such as service recovery, customer behavior, cross-cultural studies.

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Bakhsh, N.N. Co-creation of Service Recovery and Post-Recovery Responses: The Impact of Cultural Values Orientations and Outcome Favorability. J Serv Sci Res 11, 133–155 (2019). https://doi.org/10.1007/s12927-019-0007-4

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  • DOI: https://doi.org/10.1007/s12927-019-0007-4

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