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دسته بندی:
مدیریت برند - Brand management
سال انتشار:
2017
عنوان انگلیسی مقاله:
Co-creating service recovery after service failure: The role of brand equity
ترجمه فارسی عنوان مقاله:
بازیابی خدمات ایجاد شده پس از شکست خدمات: نقش ارزش ویژه برند
منبع:
Sciencedirect - Elsevier - Journal of Business Research 74 (2017) 101–109
نویسنده:
Simon Hazée a, Yves Van Vaerenbergh b,⁎, Vincent Armirotto b
چکیده انگلیسی:
Co-creating service recovery with customers has recently appeared as a new perspective in service research. Prior
research demonstrates the effectiveness of co-created recovery strategies in driving customer outcomes, and out
lines when co-creating a service recovery is recommended. This paper complements prior research not only by
demonstrating the mediating role of outcome favorability in the relationship between co-created service recov
ery and customer outcomes, but also by showing whether organizations with different levels of brand equity
benefit equally from co-creating service recovery with their customers. The results of two experiments show
that co-creating a service recovery makes customers believe they received the most favorable solution for the ser
vice failure, which in turn influences satisfaction with service recovery and repurchase intentions. In addition, co
creating a service recovery is recommended for organizations with low levels of brand equity, but not for orga
nizations with high levels of brand equity.
Keywords: Service failure | Service recovery | Customer satisfaction | Co-creation | Brand equity
قیمت: رایگان
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