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Moving Toward Collaborative Service Recovery: A Multiactor Orientation
Karlstad University, Faculty of Arts and Social Sciences (starting 2013), Service Research Center (from 2013). Karlstad Univ, Ctr Tjansteforskning CTF, Serv Res Ctr, S-65188 Karlstad, Sweden..ORCID iD: 0000-0003-0582-3324
Karlstad University, Faculty of Arts and Social Sciences (starting 2013), Service Research Center (from 2013). Karlstad Univ, Ctr Tjansteforskning CTF, Serv Res Ctr, S-65188 Karlstad, Sweden.;Inland Norway Univ Appl Sci, Dept Mkt, N-2411 Elverum, Norway..ORCID iD: 0000-0003-2705-0836
Karlstad University, Faculty of Arts and Social Sciences (starting 2013), Service Research Center (from 2013). Karlstad Univ, Ctr Tjansteforskning CTF, Serv Res Ctr, S-65188 Karlstad, Sweden.;Inland Norway Univ Appl Sci, Dept Mkt, N-2411 Elverum, Norway..ORCID iD: 0000-0002-5605-9285
2019 (English)In: Service Science, ISSN 2164-3962, E-ISSN 2164-3970, Vol. 11, no 3, p. 201-212Article in journal (Refereed) Published
Abstract [en]

Service recovery research has traditionally been firm-centric, focusing primarily on the time and effort expended by firms in addressing service failures. The subsequent shift to a customer-centric orientation addressed the customer's role in recovery situations, and the recent dyadic orientation has explored the effectiveness of their joint efforts. However, earlier conceptualizations failed to take adequate account of the complexity of service recovery encounters in which multiple actors collaborate and integrate resources. This study explores how multiactor collaborations influence the customer's experience of service recovery by adopting a multiactor orientation and by applying service-dominant logic. After reviewing the customer experience literature, a collaborative recovery experience framework is developed that emphasizes the joint efforts of multiple actors and customers to achieve a favorable recovery experience. In a contextualization, the usefulness of the new framework to explain customer experiences in collaborative service processes is shown. Finally, further research avenues are proposed.

Place, publisher, year, edition, pages
CATONSVILLE, MD: Institute for Operations Research and the Management Sciences (INFORMS), 2019. Vol. 11, no 3, p. 201-212
Keywords [en]
customer experience, service recovery, customer collaboration, corecovery, service failure
National Category
Business Administration
Research subject
Business Administration
Identifiers
URN: urn:nbn:se:kau:diva-75929DOI: 10.1287/serv.2019.0241ISI: 000492697800005OAI: oai:DiVA.org:kau-75929DiVA, id: diva2:1377643
Conference
Cambridge-Service-Alliance Service Week Conference, 2017, Univ Cambridge, Inst Mfg, Cambridge Serv Alliance, Cambridge, ENGLAND
Available from: 2019-12-12 Created: 2019-12-12 Last updated: 2021-09-19Bibliographically approved
In thesis
1. Proactivity in Service Failure and Service Recovery
Open this publication in new window or tab >>Proactivity in Service Failure and Service Recovery
2021 (English)Doctoral thesis, comprehensive summary (Other academic)
Abstract [en]

Although service failure and service recovery have been extensively researched, service employees struggle to recover an increasing number of customer complaints. The overall aim of this thesis is to explain the role of customer and employee proactivity in service failure and service recovery. Through a series of studies, this thesis examines how employee and customer proactivity influence customer responses after a service failure and in service recovery. In doing so, this thesis contributes to the service recovery literature in two ways.

First, by reconceptualizing service failure to include failures not necessarily linked to the core-service offering, this research contributes to the theory formation stressing the importance of seemingly “small details”. Doing so makes it possible to examine how seemingly minor interpersonal interaction can influence customer responses in the service environment and provide managers with a set of tools to manage failures of such seemingly minor interpersonal interaction. Introducing employee proactivity as a recovery tactic, this thesis demonstrates that when an employee shows a high level of proactivity during a service encounter, they can reduce the adverse effects that stem from the absence of expected interpersonal “small details” from earlier in the service encounter. As such, potentially serve to address a portion of the “silent mass” of customers who choose to stay silent.

Second, findings contrast lay belief that customers prefer the service providers to deal with service failures while they sit back and relax. Introducing service recovery collaboration as a potential service recovery response made it possible to document the benefits of including the customer as a proactive collaborator in the service recovery. Findings reveal that proactive customer behaviors in service recovery are particularly critical for customers with established relationships and in situations where compensation is the primary means of recovery.

Abstract [en]

The aim of this thesis is to explain the role of customer and employee proactivity in service failure and service recovery. Through a series of studies, this thesis examines how employee and customer proactivity influence customer responses after a service failure and in service recovery. In doing so, this thesis contributes to the service recovery literature in two ways. First, by reconceptualizing service failure, this research supports the theory formation stressing the importance of seemingly “small details”. However, by introducing employee proactivity as a recovery tactic, this thesis demonstrates how employee proactivity can reduce the adverse effects which stem from the absence of expected interpersonal “small details” which can potentially serve to address a portion of the “silent mass” of customers who choose to stay silent. Second, findings contrast lay belief that customers prefer the service providers to deal with service failures while they sit back and relax. In fact, this thesis documents the benefits of including the customer as a proactive collaborator in the service recovery. Findings reveal that customer inclusion is particularly critical for customers with established relationships and in situations where compensation is the primary means of recovery.

Place, publisher, year, edition, pages
Karlstad: Karlstads universitet, 2021. p. 90
Series
Karlstad University Studies, ISSN 1403-8099 ; 2021:25
Keywords
service failure, service recovery, complaint management, customer proactivity, employee proactivity, collaboration, customer responses
National Category
Business Administration
Research subject
Business Administration
Identifiers
urn:nbn:se:kau:diva-85983 (URN)978-91-7867-230-1 (ISBN)978-91-7867-241-7 (ISBN)
Public defence
2021-10-29, 11D227, Erlandersalen; Zoom, Karlstad, 13:00 (English)
Opponent
Supervisors
Note

Article 4 part of thesis as manuscript, now published.

Available from: 2021-10-07 Created: 2021-09-19 Last updated: 2022-11-09Bibliographically approved

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Arsenovic, JasenkoEdvardsson, BoTronvoll, Bård

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