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

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.



Citation:

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.

Authors

Lan Jiang, University of Oregon, USA
Matt O'Hern, University of Oregon, USA
Sara Bahnson, University of Oregon, USA



Volume

NA - Advances in Consumer Research Volume 40 | 2012



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