Does the Co‐Creation of Service Recovery Create Value for Customers? The Underlying Mechanism of Motivation and the Role of Operant Resources

George Skourtis, Jean‐marc Décaudin, Ioannis Assiouras () and Elif Karaosmanoglu
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Jean‐marc Décaudin: TSM - Toulouse School of Management Research - UT Capitole - Université Toulouse Capitole - UT - Université de Toulouse - CNRS - Centre National de la Recherche Scientifique - TSM - Toulouse School of Management - UT Capitole - Université Toulouse Capitole - UT - Université de Toulouse, TBS - Toulouse Business School
Ioannis Assiouras: Coventry University

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Abstract: This study focuses on the underlying mechanism that leads to co‐recovery behaviour and favourable co‐created value as response to a service failure. It argues that consumers' ability to integrate their operant resources (e.g., knowledge and skills) to co‐recover from a service failure motivates them to express higher value co‐recovery in‐role behaviour and hence enjoy higher hedonic and utilitarian values. To test this claim, our study investigates the impact of consumers' ability to co‐recover on value co‐recovery in‐role behaviour by taking into account extrinsic and intrinsic motivation as mediators. The results reveal that extrinsic motivation only partially mediates the relationship between ability to co‐recover and value co‐recovery in‐role behaviour. Furthermore, the outcomes demonstrate that value co‐recovery in‐role behaviour increases utilitarian value but decreases hedonic value

Keywords: co-creation; service recovery; motivation; operant resources; consumers (search for similar items in EconPapers)
Date: 2019
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Published in European Management Review, 2019, 16 (4), pp.997-1013. ⟨10.1111/emre.12301⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:halshs-02450944

DOI: 10.1111/emre.12301

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