Understanding the Co-Creation Effect: When Does Collaborating with Customers Provide a Lift to Service Recovery?
Roggeveen, Anne, Michael Tsiros, and Dhruv Grewal (2012), "Understanding the Co-Creation Effect: When Does Collaborating with Customers Provide a Lift to Service Recovery?” Journal of the Academy of Marketing Science, 40 (6), 771-790.
Posted: 13 Apr 2016
Date Written: April 11, 2016
Because co-creation allows customers to help shape or personalize the content of their experience, it can affect customer satisfaction with recovery efforts, as well as offer a more cost-effective alternative to compensation. This article identifies specific situations in which co-creation is and is not useful. Study 1 tests the impact of co-creation in comparison with compensation for enhancing satisfaction with the recovery process and demonstrates that co-creation offers a cost-efficient strategy for companies when customers must deal with severe delays. Study 2 extends these results by showing that the impact extends to repurchase intentions. Study 3 details conditions in which co-creation harms evaluations. Finally, Study 4 explores whether it is necessary for the company to meet the customer’s requests when co-creating a recovery, as well as what happens when the company exceeds a customer’s requests. The article concludes with a discussion of the theoretical and managerial implications, limitations, and research directions that emerge from the studies.
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