The impact of customer controllability and service recovery type on customer satisfaction and consequent behavior intentions

ABSTRACT

Customer participation in service failure recovery has gained increasing attention as today’s customers are actively engaged in the service process. However, limited research examines customer participation and their satisfaction with the service recovery effort. The current study examines the customer controllability regarding service failure to determine customer satisfaction and behavior intention toward service recovery approaches. The study results show it is unwise to assume that every service recovery situation will need the same type of service recovery strategies without considering the service failure or problem from the customer’s side. Also, the findings demonstrate that once a service failure happens, customers’ perceived controllability has the capacity to influence their level of participation and evaluation outcomes in the service recovery process. Theoretically, this study indicates that the interaction effects occurring between customers’ perceived controllability and their participation in resolving service failures are dependent upon each other. Managerial implications are also discussed.

随着当今客户积极参与服务过程客户参与服务故障恢复越来越受到关注. 然而，有限的研究检验了客户的参与和他们对服务恢复工作的满意度.本研究探讨了顾客对服务失败的可控性，以确定顾客对服务恢复方法的满意度和行为意向.研究结果表明，在不考虑服务失败或客户方面的问题的情况下，假设每个服务恢复情况都需要相同类型的服务恢复策略是不明智的.此外，研究结果表明, 一旦服务失败发生，客户感知到的可控性就有能力影响他们在服务恢复过程中的参与程度和评估结果.理论上，这项研究表明，顾客感知到的可控性与他们参与解决服务失败之间的互动效应是相互依赖的.还讨论了管理含义.

KEYWORDS:

• Behavior intention
• customer participation
• perceived control
• satisfaction