The Company Or the Crowd? the Impact of Customer-Led Service Recovery on Satisfaction

Lan Jiang, University of Oregon, USA
Matt O'Hern, University of Oregon, USA
Sara Bahnson, University of Oregon, USA
This research explores the impact of identity on service recovery satisfaction. Study 1 shows that when recovery fails, consumers prefer customer-provided solutions. Community connectedness mediates this effect. Study 2 shows that consumers’ pursuit of individualistic goals attenuates this effect. Study 3 proposes that increasing participants’ effort mitigates community connectedness’ effect.
[ to cite ]:
Lan Jiang, Matt O'Hern, and Sara Bahnson (2012) ,"The Company Or the Crowd? the Impact of Customer-Led Service Recovery on Satisfaction ", in NA - Advances in Consumer Research Volume 40, eds. Zeynep Gürhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 1134-1134.