When co-production fails: The role of customer’s internal attributions and impression management concerns

Sugathan, Praveen; Ranjan, Kumar Rakesh

doi:10.1016/j.jbusres.2020.02.038

Cited by 16 publications

(7 citation statements)

References 52 publications

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“…Service providers integrate customer resources (e.g. effort, skills and knowledge) into their own value chain, making customers active participants in service providers’ “work” (Sugathan and Ranjan, 2020). An example is when hotel customers are tasked with making reservations, checking in and checking out, where customers perform workloads that the organization previously performed.…”

Section: The Complex Nature Of Consumption Journeysmentioning

confidence: 99%

Encouraging prolonged consumption through habit-boosting efforts: conceptualization and research agenda

Taylor,

Beatty,

Roberto

2023

JSM

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Purpose This paper aims to provide a better understanding of the prolonged consumption journey and how they are sustained by service providers’ use of habit-boosting strategies. Existing research is critically evaluated, and a research agenda is provided to inspire and guide future research. Design/methodology/approach This paper develops a conceptual framework that integrates habit and transformative consumer intervention theories with customer journey literature to explain the role of habit in sustaining prolonged consumption journeys. Habit-boosting strategies are introduced as mechanisms for service providers to facilitate their customers’ prolonged consumption journeys. Findings This paper argues that habit strength is a limited operant resource that often lacks resource integration efficiency and hinders customers’ abilities to sustain prolonged consumption journeys. Four distinct habit-boosting strategies are identified that provide the potential for service providers to facilitate their customers’ prolonged consumption journeys. Originality/value This study presents a typology of habit-boosting strategies and a research agenda that discusses a range of practically relevant and theoretically insightful contributions.

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Section: The Complex Nature Of Consumption Journeysmentioning

confidence: 99%

Encouraging prolonged consumption through habit-boosting efforts: conceptualization and research agenda

Taylor,

Beatty,

Roberto

2023

JSM

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“…Co-production consists of multi-actor physical and mental activities involving a mutual exchange of operant resources (e.g. effort, time, skills and knowledge) to create products and services (Sugathan and Ranjan, 2020). As such, co-production involves several stakeholders (customers, drivers and the brand) who integrate their resources and interact through purposefully-designed mobile platforms (Ramaswamy and Ozcan, 2016).…”

Section: Theoretical Framework and Hypothesesmentioning

confidence: 99%

Customer brand engagement and co-production: an examination of key boundary conditions in the sharing economy

Casidy

Leckie

Nyadzayo

et al. 2022

EJM

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Purpose Digital platforms have transformed how brands engage with collaborative consumption actors, such as prosumers. This study aims to examine the role of customer innovativeness and perceived economic value as important boundary conditions on the effects of customer brand engagement behavior on co-production, which subsequently influences customer satisfaction. Design/methodology/approach The authors test the model using survey data from 430 users of a digital platform (i.e. UBER) in Australia. Hypotheses were tested using the bias-corrected bootstrapping method. Findings The findings suggest that customer innovativeness and perceived economic value positively moderate the effects of customer brand engagement behavior on co-production. Further, the mediating effects of co-production on satisfaction are stronger for highly innovative customers and for those who associate high perceived economic value with the brand. Research limitations/implications This study provides novel insights on the boundary conditions of the effects of customer brand engagement behavior on co-production. Future research could apply this study’s conceptual framework to other digital platforms to extend the generalizability of this framework. Practical implications This study provides managerial insights into how firms can customize marketing strategies to encourage customers as prosumers in co-production by targeting highly innovative customers and focusing on perceived economic value. Originality/value This study builds on service-dominant logic and social exchange theory to examine the role of customer innovativeness and perceived economic value as novel boundary conditions in digital platform ecosystems.

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“…In the absence of shared actors or relationship structure, however, consumers are unable to assign SF responsibility to the recovering firm. Rather, consumers are limited to attributing failure to external factors like the nature of the failed task, or to internal factors (which necessitates taking responsibility for failure upon themselves; Sugathan and Ranjan 2020). While consumers are generally averse to taking responsibility for negative outcomes (per the self-serving bias; Folkes 1988), research on co-produced SFs suggests consumers sometimes attribute co-produced SFs internally—attributions that generate feelings of guilt (Heidenreich et al 2015) and regret (Pacheco, Becker, and Brei 2017).…”

Section: Conceptual Backgroundmentioning

confidence: 99%

Service Provider to the Rescue: How Firm Recovery of Do-It-Yourself Service Failure Turns Consumers from Competitors to Satisfied Customers

Hall

Hyodo

2022

Journal of Service Research

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While consumers frequently attempt to resolve their own consumption problems (i.e., do-it-yourself (DIY)), they are often unsuccessful and subsequently turn to a professional. In the present research, we consider DIY failure as a form of service failure (SF) and demonstrate that experiencing DIY service failure (DIY SF) influences consumer evaluations of subsequent firm recovery. This occurs because consumers who experience DIY SF gain greater understanding of the task (i.e., learning) through their failed attempt. This learning promotes increased appreciation of the recovering service provider’s ability, ultimately resulting in greater satisfaction with the recovery offering. We further identify mindset as a moderator of this effect, wherein those with a growth mindset are more likely to learn from failure and appreciate the abilities of the recovering service provider. By highlighting DIY SF as a novel form of SF, we demonstrate the importance of understanding customers’ prior experiences with the focal consumption problem and its solution, and of training front-line employees to better manage these customers. We test our theory across four studies using lab and field data, and close by discussing theoretical and managerial implications.

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When co-production fails: The role of customer’s internal attributions and impression management concerns

Cited by 16 publications

References 52 publications

Encouraging prolonged consumption through habit-boosting efforts: conceptualization and research agenda

Encouraging prolonged consumption through habit-boosting efforts: conceptualization and research agenda

Customer brand engagement and co-production: an examination of key boundary conditions in the sharing economy

Service Provider to the Rescue: How Firm Recovery of Do-It-Yourself Service Failure Turns Consumers from Competitors to Satisfied Customers

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