Please use this identifier to cite or link to this item: https://repository.iimb.ac.in/handle/2074/14817
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dc.contributor.authorSugathan, Praveen
dc.contributor.authorMulky, Avinash G
dc.date.accessioned2020-09-10T15:22:48Z-
dc.date.available2020-09-10T15:22:48Z-
dc.date.issued2015
dc.identifier.urihttps://repository.iimb.ac.in/handle/2074/14817-
dc.description.abstractWe examine how customer motivation to continue co-creating with the service and to co-create in recovery gets affected when co-created services fail. A theoretical frame is adopted from the literature on salesforce motivation following failure, and arguments are framed using Attribution and Expectancy theory. Using an experimental design using a fictional cycle design service, we found that customer co-creation in services shifts the failure attributions to customers thereby motivating the customer to co-create more in future services. The findings complement current studies in failed co-creation that suggest better satisfaction and equity evaluation in co-created services. Thus, a strong reason for firms to go in co-creation route to manage failure is proposed.
dc.subjectCo-creation
dc.subjectService failure
dc.subjectAttribution
dc.subjectCustomer participation
dc.subjectService recovery
dc.titleImpact of failed co-created services on future motivation to co-create
dc.typePresentation
dc.relation.conferenceAcademy of Management Meeting (AOM), 10th August, 2015, Vancouver, BC, Canada
Appears in Collections:2010-2019 P
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