| dc.description.abstract | The role of customer in the value cocreation of service firms has received remarkable attention in service research. However, little is known about service failures in a co-creation context and the roles of both firms and customers in the advent of service recovery. This research quantitatively studies the impact of three types of customer perceived control (process, decision, and information control) in service recovery on their justice perception and repurchase intention in full-service restaurant setting in Ho Chi Minh City, Vietnam. The findings show that customers are motivated to exercise control over service recovery since not only do they care about the economic gains from the control but they are also concerned for their social self-esteem in the relationship with the restaurant. The study’s findings can help managers in the full-service restaurant industry to keep pace with research on consumer attitudes, develop and implement favorable service recovery programs.
Keywords: cocreation, outcome favorability, perceived justice, relationship-based self-esteem, repurchase intention, service recovery | en_US |
