Thank You For Your Helping Hand! Ways to Avoid Negative Consequences of Customer Participation in Recovery of Technology Product Failure

Nicola Bilstein, Catholic University of Eichstaett-Ingolstadt, Germany
Shashi Matta, Ohio State University, USA
Jens Hogreve, Catholic University of Eichstaett-Ingolstadt, Germany
Contrasting existing literature, we reveal that customer participation in service recovery, may result in negative outcomes. We test different tactics to alleviate this effect: granting compensation, apology, or “Thank you.” Introducing the construct of gratitude into the service recovery literature, we disclose its potential to redress customers for their participation.
[ to cite ]:
Nicola Bilstein, Shashi Matta, and Jens Hogreve (2016) ,"Thank You For Your Helping Hand! Ways to Avoid Negative Consequences of Customer Participation in Recovery of Technology Product Failure", in NA - Advances in Consumer Research Volume 44, eds. Page Moreau and Stefano Puntoni, Duluth, MN : Association for Consumer Research, Pages: 65-69.