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首页> 外文期刊>Journal of Services Marketing >Recovering co-created service failures: the missing link of perceived justice and ethicalness
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Recovering co-created service failures: the missing link of perceived justice and ethicalness

机译：恢复共同造成的服务失败：正义与道德的缺失环节

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Purpose Drawing on the fairness theory, this paper aims to propose a conceptual framework that investigates how co-creation in the failed service delivery (coproduction intensity) and co-creation in the service recovery affect customers' evaluation of the firm's competence, justice and ethicalness, and ultimately their willingness to co-create in the future. Design/methodology/approach Tax services were chosen as the research context. A consumer panel consisting of individuals who live in the USA and have used tax preparation services within the past year was recruited. The first study explores what happens to customers' ethical perceptions during a failed co-created service encounter. A secondary study investigates what happens to customers' ethical perceptions in the event that the failed co-created service is recovered. Findings The findings show that customers' perceptions of the firm's abilities and ethics are impeded by coproduction intensity but favorably influenced by co-creation of recovery. Originality/value Failed co-created services represent an under-researched area in the marketing literature. Current investigations of co-created service failures have largely approached the notion of fairness from a perceived justice perspective without referencing ethical judgments. However, fairness is grounded in basic ethical assumptions of normative treatment. This research is among the first to highlight the importance of perceived ethicalness in the context of co-created service failure and recovery.
机译：目的利用公平理论，本文旨在提出一个概念框架，以调查失败的服务交付中的共同创造（共同生产强度）和服务恢复中的共同创造如何影响客户对企业能力，正义和道德的评价，最终是他们将来共同创造的意愿。设计/方法/方法税收服务被选为研究背景。征集了一个由在美国居住并在过去一年内使用过税收准备服务的个人组成的消费者小组。第一项研究探讨了在共同创建的服务遇到失败时，客户的道德观念会如何变化。一项辅助研究调查了在失败的共同创建服务被恢复的情况下，客户的道德观念发生了什么。调查结果调查结果表明，客户对公司能力和道德的看法受到共同生产强度的阻碍，但受到共同创造的恢复的有利影响。原创性/价值共同创建失败的服务代表了市场营销文献中研究不足的领域。当前对共同造成的服务失败的调查在很大程度上没有考虑到道德判断，而是从感知的正义角度探讨了公平的概念。但是，公平是基于规范性待遇的基本伦理假设。这项研究是第一个强调在共同造成的服务故障和恢复的背景下感知道德的重要性的研究。

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