The Role of Consumer Responsibility Attributions When Consumers Co-Produce

摘要

Understanding how consumers react to failures in product or service performance and implementing effective recovery strategies are critical issues for marketers (e.g., Smith and Bolton, 1998). Firms may remedy poor delivery with price reductions or compensations such as upgrading to a better hotel room (e.g., Bitner et al., 1990). Doing so may turn dissatisfied customers into satisfied and loyal ones. However, instead of assuming liabilities and engaging into costly recovery actions, firms may attempt to attribute failure responsibility to consumers and thereby shape satisfaction and ensuing behaviors (e.g., Amyx and Bristow, 2001; Bonifield and Cole, 2007).