The effects of level of co-creation on trust in the context of service failures

Resumo

This study aims to investigate the effect of value co-creation on consumers trust after service failure the interaction effect between high or low co-creation and the cause of service failure (lack of service provider competence or lack of integrity) on consumers trust. The results of an experimental study show that, in the context of service failures, the level of consumer co-creation in the service provision has a main positive effect on consumer trust. However a high level of consumer co-creation in the service provision helps maintain higher trust only in the case of competence-based failure. On the other hand, when an integrity-based failure happens, high co-creation does not prevent the depletion of consumer trust.

Trilha acadêmica: 6 - Comportamento de Consumidor