The Role of Perceived Control in Customer Value Cocreation and Service Recovery Evaluation

Lin Guo, Sherry L Lotz, Chuanyi Tang, Thomas W. Gruen

Research output: Contribution to journalArticle

24 Citations (Scopus)

Abstract

Treating customers as passive recipients of service recovery does not account for their naturally elevated desire for control following a service failure. Focusing on value cocreation by customers in service recovery, this study conceptualizes three types of customer perceived control in service recovery: process control, decision control, and information control. Using both a field study and a controlled experiment to test the conceptual model, this study reveals various ways service firms can engage customers in service recovery to enhance their service experience. The results show that customers are motivated to exert influence on and regain control over service recovery because they care not only about the economic gains rendered by control but also about their social self-esteem in their relationship with a service firm. An investigation of the interaction effects among the three types of control reveals either complementary or substitution effects between different pairings of the three types of control on customers’ justice evaluations of service recovery and repurchase intentions. The findings provide managers with new guidance on developing and implementing successful service recovery programs.

Original languageEnglish (US)
Pages (from-to)39-56
Number of pages18
JournalJournal of Service Research
Volume19
Issue number1
DOIs
StatePublished - Feb 1 2016

Fingerprint

customer
Recovery
evaluation
Values
Regain
Value co-creation
Evaluation
Perceived control
Service recovery
Customer value
firm
Process control
control process
Managers
Substitution reactions
substitution
self-esteem
Economics
recipient
justice

Keywords

  • cocreation
  • outcome favorability
  • perceived control
  • perceived justice
  • relationship-based self-esteem
  • service recovery

ASJC Scopus subject areas

  • Organizational Behavior and Human Resource Management
  • Information Systems
  • Sociology and Political Science

Cite this

The Role of Perceived Control in Customer Value Cocreation and Service Recovery Evaluation. / Guo, Lin; Lotz, Sherry L; Tang, Chuanyi; Gruen, Thomas W.

In: Journal of Service Research, Vol. 19, No. 1, 01.02.2016, p. 39-56.

Research output: Contribution to journalArticle

@article{5b2034d52eda44cea6afad1cd351bc3f,
title = "The Role of Perceived Control in Customer Value Cocreation and Service Recovery Evaluation",
abstract = "Treating customers as passive recipients of service recovery does not account for their naturally elevated desire for control following a service failure. Focusing on value cocreation by customers in service recovery, this study conceptualizes three types of customer perceived control in service recovery: process control, decision control, and information control. Using both a field study and a controlled experiment to test the conceptual model, this study reveals various ways service firms can engage customers in service recovery to enhance their service experience. The results show that customers are motivated to exert influence on and regain control over service recovery because they care not only about the economic gains rendered by control but also about their social self-esteem in their relationship with a service firm. An investigation of the interaction effects among the three types of control reveals either complementary or substitution effects between different pairings of the three types of control on customers’ justice evaluations of service recovery and repurchase intentions. The findings provide managers with new guidance on developing and implementing successful service recovery programs.",
keywords = "cocreation, outcome favorability, perceived control, perceived justice, relationship-based self-esteem, service recovery",
author = "Lin Guo and Lotz, {Sherry L} and Chuanyi Tang and Gruen, {Thomas W.}",
year = "2016",
month = "2",
day = "1",
doi = "10.1177/1094670515597213",
language = "English (US)",
volume = "19",
pages = "39--56",
journal = "Journal of Service Research",
issn = "1094-6705",
publisher = "SAGE Publications Inc.",
number = "1",

}

TY - JOUR

T1 - The Role of Perceived Control in Customer Value Cocreation and Service Recovery Evaluation

AU - Guo, Lin

AU - Lotz, Sherry L

AU - Tang, Chuanyi

AU - Gruen, Thomas W.

PY - 2016/2/1

Y1 - 2016/2/1

N2 - Treating customers as passive recipients of service recovery does not account for their naturally elevated desire for control following a service failure. Focusing on value cocreation by customers in service recovery, this study conceptualizes three types of customer perceived control in service recovery: process control, decision control, and information control. Using both a field study and a controlled experiment to test the conceptual model, this study reveals various ways service firms can engage customers in service recovery to enhance their service experience. The results show that customers are motivated to exert influence on and regain control over service recovery because they care not only about the economic gains rendered by control but also about their social self-esteem in their relationship with a service firm. An investigation of the interaction effects among the three types of control reveals either complementary or substitution effects between different pairings of the three types of control on customers’ justice evaluations of service recovery and repurchase intentions. The findings provide managers with new guidance on developing and implementing successful service recovery programs.

AB - Treating customers as passive recipients of service recovery does not account for their naturally elevated desire for control following a service failure. Focusing on value cocreation by customers in service recovery, this study conceptualizes three types of customer perceived control in service recovery: process control, decision control, and information control. Using both a field study and a controlled experiment to test the conceptual model, this study reveals various ways service firms can engage customers in service recovery to enhance their service experience. The results show that customers are motivated to exert influence on and regain control over service recovery because they care not only about the economic gains rendered by control but also about their social self-esteem in their relationship with a service firm. An investigation of the interaction effects among the three types of control reveals either complementary or substitution effects between different pairings of the three types of control on customers’ justice evaluations of service recovery and repurchase intentions. The findings provide managers with new guidance on developing and implementing successful service recovery programs.

KW - cocreation

KW - outcome favorability

KW - perceived control

KW - perceived justice

KW - relationship-based self-esteem

KW - service recovery

UR - http://www.scopus.com/inward/record.url?scp=84952845264&partnerID=8YFLogxK

UR - http://www.scopus.com/inward/citedby.url?scp=84952845264&partnerID=8YFLogxK

U2 - 10.1177/1094670515597213

DO - 10.1177/1094670515597213

M3 - Article

AN - SCOPUS:84952845264

VL - 19

SP - 39

EP - 56

JO - Journal of Service Research

JF - Journal of Service Research

SN - 1094-6705

IS - 1

ER -