Does the Co-Creation of Service Recovery Create Value for Customers? The Underlying Mechanism of Motivation and the Role of Operant Resources

This study focuses on the underlying mechanism that leads to co-recovery behaviour and favourable co-created value as response to a service failure. It argues that consumers’ ability to integrate their operant resources (e.g., knowledge and skills) to co-recover from a service failure motivates them to express higher value co-recovery in-role behaviour and hence enjoy higher hedonic and utilitarian values. To test this claim, our study investigates the impact of consumers’ ability to co-recover on value co-recovery in-role behaviour by taking into account extrinsic and intrinsic motivation as mediators. The results reveal that extrinsic motivation only partially mediates the relationship between ability to co-recover and value co-recovery in-role behaviour. Furthermore, the outcomes demonstrate that value co-recovery in-role behaviour increases utilitarian value but decreases hedonic value.