Technology-driven mandatory customer participation: a new recovery strategy to promote customers’ online post-recovery satisfaction

Yu Zhang, Xin (Robert) Luo, Bingjia Shao and Jose Benitez

European Journal of Information Systems, 2024, vol. 33, issue 3, 315-333

Abstract: E-commerce businesses have been developing new ways of engaging customers in the online service recovery process to realise value co-creation. Such practices have been facilitated by the rapid development of information and communication technology. However, scant research has been conducted on these changes. To bridge this research gap, we explain how the application of technology guides and shapes customers’ responsibilities in online service recovery by constructing the concept of technology-driven mandatory customer participation (MCP), which is a new recovery strategy from the perspective of technology affordance. Moreover, we propose a comprehensive model to explain the influence mechanism of technology-driven MCP on value co-creation. Two sequential studies were then conducted. The first was an initial qualitative study based on interviews with e-commerce practitioners in China, in which three factors of technology-driven MCP (physical, mental, and emotional) and two categories of loss (utilitarian and symbolic) were identified. The second quantitative study explored and validated the relationships between technology-driven MCP, perceived co-creation, experienced burnout, and online post-recovery satisfaction from a loss-aversion perspective. The theory-driven empirical findings provide recommendations for e-commerce businesses to enhance online service management.

Date: 2024
References: Add references at CitEc
Citations:

Downloads: (external link)
http://hdl.handle.net/10.1080/0960085X.2022.2139770 (text/html)
Access to full text is restricted to subscribers.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:taf:tjisxx:v:33:y:2024:i:3:p:315-333

Ordering information: This journal article can be ordered from
http://www.tandfonline.com/pricing/journal/tjis20

DOI: 10.1080/0960085X.2022.2139770

Access Statistics for this article

European Journal of Information Systems is currently edited by Par Agerfalk

More articles in European Journal of Information Systems from Taylor & Francis Journals
Bibliographic data for series maintained by Chris Longhurst ().