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عنوان فارسی مقاله:
بازیابی خدمات ایجاد شده پس از شکست خدمات: نقش برابری برند
عنوان انگلیسی مقاله:
Co-creating service recovery after service failure: The role of brand equity
سال انتشار : 2017
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بخشی از مقاله انگلیسی:
2. Theoretical background
2.1. Service recovery, justice and outcome favorability Service recovery refers to the actions a service provider takes in response to a service failure (Grönroos, 1988). Prior research has commonly applied justice theory to explain why recovery activities (such as offering compensation, apologizing, etc.) affect customers' evaluations. Customers assess the fairness of the recovery in terms of what is provided to them (distributive justice), how (interactional justice), and why (procedural justice). Justice perceptions, however, explain only between 43 and 63% of the variance in customer satisfaction and behavioral intentions (Gelbrich & Roschk, 2011). Van Vaerenbergh and Orsingher (2016) thus suggest that mediators other than justice might “provide a more comprehensive understanding of the processes underlying service recovery's effects on individual customers” (p. 340). Prior psychological research identifies fairness and favorability as two goals in decision-making (e.g., Skitka et al., 2003; Johnson & Rips, 2015). In line with Skitka et al. (2003), we define outcome favorability as customers' beliefs that the outcome is strictly better than alternatives, given their self-interests, to offset the dissatisfaction caused by the service failure. Social psychologists debated heavily about whether outcome fairness and outcome favorability are distinct, yet Skitka et al.'s (2003) meta-analysis reached the conclusion that “outcome fairness is empirically distinguishable from outcome favorability” (p. 309). Both concepts are naturally related, yet they refer to different aspects of the decision-making process. While the outcome of a service recovery process might be perceived as fair, this outcome might still not represent the most favorable outcome for a complaining customer. Drawing upon this literature, this study proposes outcome favorability as an alternative mechanism underlying the co-created recovery-customer outcomes relationships. 2.2. Co-creation in service recovery Researchers recently started to explore the effectiveness of co-creating service recoveries with complaining customers. Co-creation is rooted in the Service-Dominant Logic (SDL), which proposes essentially that customers need to integrate their own resources (tools, skills, knowledge, …) with the resources provided by the organization (tools, skills, knowledge, …) in order to create and maximize value (Vargo & Lusch, 2004). Researchers and practitioners increasingly embrace value cocreation, as adopting these principles creates a more customer-centric organization and increases competitive advantage (Payne, Storbacka, & Frow, 2008). Against this backdrop, several researchers examine the effectiveness of co-creating a service recovery (see Table 1). Co-creating service recovery generally increases customer evaluations of the service recovery, particularly in case of severe service failures, when the employee initiated the recovery, and if the level of co-creation during service recovery matches the level of co-creation during the initial service encounter. This study aims to broaden the scope of this research by examining the mediating role of outcome favorability and the moderating role of brand equity. Fig. 1 provides an overview of the conceptual framework guiding this study.
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کلمات کلیدی:
Service Recovery: 7 Rules For Compensating Your Customer (After A ... www.forbes.com/sites/.../2013/.../if-youre-perfect-you-dont-need-to-read-this-article/ Sep 23, 2013 - Service recovery tips from customer experience consultant and ... Rules For Compensating Your Customer (After A Service Or Product Failure). Consumer responses to online retailer's service recovery after a ... www.emeraldinsight.com/doi/pdf/10.1108/09604521111159807 by HH Lin - 2011 - Cited by 67 - Related articles The purpose of this paper is to investigate consumer responses to online retailer service recovery remedies following a service failure and explores whether the ... The impact of service failure severity on service recovery evaluations ... www.emeraldinsight.com/doi/full/10.1108/08876040410528737?mobileUi=0 Research on service failure and recovery has generally kept the severity of the service failure constant even though service failures can range from very minute ... The impact of service failure severity on service recovery evaluations ... www.emeraldinsight.com/doi/abs/10.1108/08876040410528737 by S Weun - 2004 - Cited by 427 - Related articles Previous research has found that interactional justice and distributive justice are critical factors influencing customer satisfaction after a service recovery. Service failure & recovery - SlideShare https://www.slideshare.net/JinalShah25/service-failure-recovery Dec 3, 2015 - Have the product repaired or Fairness in Service Recovery Process Customer Complaint Actions Following Service Failure Strategies to ... Searches related to service recovery after service failure service failure and recovery ppt service failure and recovery examples service recovery strategies examples service failure and recovery strategies service failure definition what is service recovery techniques to identify service failures service recovery examples
