2020 Volume 39 Issue 4 Pages 53-59
Customers play an increasingly critical role in companies’ value creation activities. Customer co-creation activities can take place across the entire value chain, in both service delivery and the recovery process after a service failure. Co-Creation in Service Recovery is recognized as a cost-efficient recovery strategy that restores customer satisfaction and enhances customers’ intention toward future co-creation. This paper presents the relevant prior research and future issues based on a review of the Co-Creation in Service Recovery literature. Previous investigations have focused on the following two trends: (1) the effects of Co-Creation in Service Recovery and specific situations in which Co-Creation in Service Recovery is not useful, and (2) the antecedents of Co-Creation in Service Recovery (e.g., why customers are willing to participate in the co-creation of service recovery).
