Emotional Value of Co-Creation: Can Co-Creation of a Service Recovery Defuse Customers’ Anger?

Joohyung Park, University of South Carolina, USA
Sejin Ha, University of Tennessee, USA
This study examines 1) whether co-creation of recovery outperforms a traditional firm-driven recovery in reducing customers’ anger caused by a service failure, and 2) a condition under which such effect fades away (i.e., when compensation is offered simultaneously). The online scenario-based experiment confirmed the assertion of this study.
[ to cite ]:
Joohyung Park and Sejin Ha (2013) ,"Emotional Value of Co-Creation: Can Co-Creation of a Service Recovery Defuse Customers’ Anger? ", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research.