Abstract
Online service recovery is directly related to customer follow-up behavior and plays a central role in the sustainable service-oriented enterprise development. This study explored the influence mechanism about how the type of customer participation (physical, mental, and emotional) improves customers’ post-recovery satisfaction by reducing negative bias. Furthermore, the moderating effect of the information format of opening remarks (informal, formal, or hybrid) on the relationship between customer participation and affective misforecasting was investigated. A total of 720 Chinese individuals participated in an online experiment. The results show that, first, only mental and physical participation can improve customers’ post-recovery satisfaction, whereas emotional participation cannot. Second, the direction of affective misforecasting is a mediator between customer participation and post-recovery satisfaction, and compared with negative bias (feeling worse than forecasted), when customers form positive bias (feeling better than forecasted), their post-recovery satisfaction is higher. Third, the fit of the information format of the opening remarks and customer participation type can make customers feel better than forecasted—to generate higher post-recovery satisfaction, for physical and mental participation specifically, the formal format of opening remarks is most suitable, whereas for emotional participation, the hybrid format of opening remarks is most suitable.
Highlights
With the continuous expansion of the scale of online transactions, the number of complaints about online transactions is increasing rapidly
In contrast to traditional service recovery, under the influence of scattered customer groups, long physical distances, and large transaction volumes, enterprises cannot actively and in a timely manner uncover the occurrence of online service failure, which leads to online recovery that suffers from lack of initiative, timeliness problems, and mistargeting
As Shirahada and Fisk [60] have stated, a sustainable service should satisfy the needs of the current service providers and customers to create mutual values together without diminishing the quality of future value co-creation, and whether the value is created depends on whether customer satisfaction is improved
Summary
With the continuous expansion of the scale of online transactions, the number of complaints about online transactions is increasing rapidly. In contrast to traditional service recovery, under the influence of scattered customer groups, long physical distances, and large transaction volumes, enterprises cannot actively and in a timely manner uncover the occurrence of online service failure, which leads to online recovery that suffers from lack of initiative, timeliness problems, and mistargeting. This phenomenon indicates that the implementation of online recovery is inseparable from the active participation of customers. This study explains the influence mechanism of customer participation on customers’ online post-recovery satisfaction
Sign-in/Register to view highlights & summary Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
