Recently, service marketing scholars have been paying a lot of attention to customers' role as a value co-creator in a variety of service encounter settings. In a service failure and recovery context, co-creation of recovery is regarded as an effective recovery tactic that contributes to customer satisfaction with service recovery encounters (Dong Evans, and Zou 2008; Roggeveen, Tsiro, and Grewal 2011). Yet, research on its application as a recovery strategy is still in its nascent stage and many questions remain to be explored. This study attempts to enrich our understanding of customer co-creation by exploring the effectiveness of customer co-creation of service recovery when a service failure is attributed to a service provider. More specifically, we examine whether the creation of a service recovery together with customers can be effective for recouping customers' damaged justice perceptions following a firm-caused service failure.
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