Co-creation of service recovery: Utilitarian and hedonic value and post-recovery responses

Joohyung Park and Sejin Ha

Journal of Retailing and Consumer Services, 2016, vol. 28, issue C, 310-316

Abstract: Based on the literature on customer value and service dominant (S-D) logic, this study suggests that hedonic and utilitarian value derived from co-creation of a service recovery contribute to perceived equity and affect toward the service recovery, which, in turn, enhance customers’ repurchase intentions. A scenario-based survey approach was used to collect data from U.S. consumers (N=330). Results show that utilitarian value enhances both equity and affect toward the service recovery while hedonic value contributes only to equity. In addition, the findings reveal that both equity and affect toward the recovery are positively associated with repurchase intentions.

Keywords: Co-creation; Service recovery; Hedonic and utilitarian value (search for similar items in EconPapers)
Date: 2016
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Citations: View citations in EconPapers (33)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:joreco:v:28:y:2016:i:c:p:310-316

DOI: 10.1016/j.jretconser.2015.01.003

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