Co-creation of service recovery: Utilitarian and hedonic value and post-recovery responses

Does the Co‐Creation of Service Recovery Create Value for Customers? The Underlying Mechanism of Motivation and the Role of Operant Resources

“…These findings are in line with earlier research (Dellande et al, 2004;Lusch et al, 2007) which suggests that ability is an important determinant of motivation. For that reason, the pleasure derived from a co-recovery process, as has been suggested in previous studies (e.g., Park and Ha, 2016), was found to decrease. Although we have we found that the ability to co-recover increases intrinsic motivation, surprisingly the latter decreases consumer value co-recovery in-role behaviour.…”

“…By building on this notion in the literature, S-D logic proposes that the hedonic and utilitarian aspects of consumption for value co-creation (e.g., Risch-Rodie and Schultz Kleine, 2000) are the outcome of a service experience which is unique to the individual. The utilitarian value of co-recovery relates to consumers' evaluations of the efficiency and usefulness of a co-recovery, while the hedonic value of co-recovery refers to consumers' evaluations of how socially or emotionally meaningful the co-recovery was (Park and Ha, 2016). It should also be noted here that value cocreation in-role behaviour has been identified as being an antecedent of value creation (Chan et al, 2010;Mustak et al, 2013;Revilla-Camacho et al, 2015), an idea that our model takes up as well.…”

“…The outcome of such processes is the actors' assessment of value in their respective contexts (Edvardsson et al, 2012). The utilitarian value of co-recovery relates to consumers' evaluations of the efficiency and usefulness of a co-recovery, while the hedonic value of co-recovery refers to consumers' evaluations of how socially or emotionally meaningful the co-recovery was (Park and Ha, 2016). By building on this notion in the literature, S-D logic proposes that the hedonic and utilitarian aspects of consumption for value co-creation (e.g., Risch-Rodie and Schultz Kleine, 2000) are the outcome of a service experience which is unique to the individual.…”

“…Utilitarian value refers to needs which are tasked-related and hedonic value is concerns the affective gratification derived from the service attribute (Dhar et al, 2008). In co-recovery, utilitarian value refers to a customer's assessment of how efficiently the tasks for co-recovery are handled in the process of achieving the goals at hand, while hedonic value involves the customer's appreciation of intrinsic, emotional, and social rewards (e.g., enjoyment and pleasure) (Park and Ha, 2016).…”

“…The services marketing literature (e.g., Parasuraman et al, 1985;Smith et al, 1999;Maxham and Netemeyer, 2002;Harris et al, 2006;Dong et al, 2016;Park and Ha, 2016;Balaji et al, 2018) has demonstrated that service delivery, failure, and recovery determine service patronage and profitability. The nature of services (e.g., dependence on customer cooperation) and the interactive nature of service encounters occasionally may lead to failures and situations demanding recovery (Sparks, 2001).…”