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Paying it forward: The influence of other customer service recovery on future co-creation

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  • Kim, Kawon
  • Baker, Melissa A.

Abstract

Although the presence of other customers is an indispensable part of the service consumption experience, there is little work that investigates the role of other customers in the service recovery process and how this affects multiple actors in the service ecosystem. To address these gaps, this research uses a mixed-methods approach. Study 1 qualitatively content analyzes other customers’ participation in the recovery process. Study 2 tests support receiver’s perception and Study 3 examines the support giver’s perception using two 3 (other customer support: emotional, information, no support) × 2 (employee extra role behavior: in-role, extra role) between-subjects experimental designs. The research extends upon the customer interaction and service failure and recovery literature through qualitative and quantitative analysis of how other customers can support the service recovery process and act as a new type of recovery actor, which affects the service recovery evaluation, citizenship behavior, and behavioral intentions toward the firm.

Suggested Citation

  • Kim, Kawon & Baker, Melissa A., 2020. "Paying it forward: The influence of other customer service recovery on future co-creation," Journal of Business Research, Elsevier, vol. 121(C), pages 604-615.
    • Handle: RePEc:eee:jbrese:v:121:y:2020:i:c:p:604-615
    DOI: 10.1016/j.jbusres.2020.03.015
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    References listed on IDEAS

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    Cited by:

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    2. Zhang, Junhui & Balaji, M.S. & Luo, Jun & Jha, Subhash, 2022. "Effectiveness of product recommendation framing on online retail platforms," Journal of Business Research, Elsevier, vol. 153(C), pages 185-197.

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