What is it about?
Customer-dominant logic is a new way of thinking about the relationship between organizations and customers. This paper applies customer dominant logic to understand what drives customers to re-create service recovery.
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Why is it important?
Taken a customer-centric perspective, we provide a clear process of how customer involvement with service failure leads to more customer co-creation, which enhances customers’ perceived justice of service recovery, and finally results in higher level of customer satisfaction with service recovery. The findings open up a new avenue of service management research into this important but largely neglected mediating process.
Perspectives
The service industry is the most important pillar of the global economy. Nevertheless, it is almost impossible to ensure 100 percent error-free service. Thus, understanding whether and how customers give chance to service firms to recover their service failures is important.
Professor W.M. To
Macao Polytechnic University
Read the Original
This page is a summary of: A customer-dominant logic on service recovery and customer satisfaction, Management Decision, November 2016, Emerald,
DOI: 10.1108/md-03-2016-0165.
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