ATYPICAL SHIFTS POST SERVICE FAILURE: LEVEL OF CO-CREATION INFLUENCES FUTURE MOTIVATION TO CO-CREATE

摘要

Our theoretical analysis and statistical results suggest that when level of co-creation increases internal attribution of failure increases and firm attribution of failure decreases. Our results also indicate that when co-created services fail, internal attribution for failure increases the customer motivation to co-create in recovery and co-create future services. We also found that firm attribution for failure reduces customer motivation to co-create in future services. We found that these relations between attributions for failure and motivations for future co-creation are mediated by customer expectancies.