IDEAS home Printed from https://ideas.repec.org/a/gam/jftint/v10y2018i10p97-d173608.html
   My bibliography  Save this article

The Effect of Customer Participation Types on Online Recovery Satisfaction: A Mental Accounting Perspective

Author

Listed:
  • Yu Zhang

    (School of Economics and Business Administration, Chongqing University, Chongqing 400030, China)

  • Bingjia Shao

    (School of Economics and Business Administration, Chongqing University, Chongqing 400030, China)

Abstract

With the high popularity of the Internet, online trading has gradually replaced the traditional shopping model and extended to every corner of social life. However, online trading cannot avoid failures; thus, understanding how firms can best recover customers in online contexts to keep customer loyalty is very important. This study investigates the mechanisms by which customer participation types (physical, mental, and emotional) promote customers’ perceived justice and post-recovery satisfaction from a mental accounting perspective. Furthermore, the moderating effects of two modes of online apology speech acts (direct and indirect) on customer participation and perceived justice are investigated. A total of 1083 Chinese tourists who have purchased a Wi-Fi rental service in the past year were contacted according to the database provided by two travel agencies, and 329 stated having experienced an online recovery service and participated in the survey; 297 valid questionnaires were collected. Among them, 48.82% were males and 51.18% females. Most of the respondents were aged 20–35 years. By carrying out data analysis by partial least squares structural equation modeling (PLS-SEM) using SmartPLS, the results show that, first, only mental and physical participation can enhance perceived justice, while emotional participation does not influence perceived justice. Second, the positive influence of mental participation on perceived justice is most significant. Third, only when the service staff adopts the indirect mode to express an online apology, mental and physical participation can enhance perceived justice.

Suggested Citation

  • Yu Zhang & Bingjia Shao, 2018. "The Effect of Customer Participation Types on Online Recovery Satisfaction: A Mental Accounting Perspective," Future Internet, MDPI, vol. 10(10), pages 1-20, October.
    • Handle: RePEc:gam:jftint:v:10:y:2018:i:10:p:97-:d:173608
    as

    Download full text from publisher

    File URL: https://www.mdpi.com/1999-5903/10/10/97/pdf
    Download Restriction: no
    File URL: https://www.mdpi.com/1999-5903/10/10/97/
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Zhu, Zhen & Nakata, Cheryl & Sivakumar, K. & Grewal, Dhruv, 2013. "Fix It or Leave It? Customer Recovery from Self-service Technology Failures," Journal of Retailing, Elsevier, vol. 89(1), pages 15-29.
    2. Gillespie, Nicole & Dietz, Graham & Lockey, Steve, 2014. "Organizational Reintegration and Trust Repair after an Integrity Violation: A Case Study," Business Ethics Quarterly, Cambridge University Press, vol. 24(3), pages 371-410, July.
    3. Weitzl, Wolfgang & Hutzinger, Clemens, 2017. "The effects of marketer- and advocate-initiated online service recovery responses on silent bystanders," Journal of Business Research, Elsevier, vol. 80(C), pages 164-175.
    4. Gohary, Ali & Hamzelu, Bahman & Alizadeh, Hamid, 2016. "Please explain why it happened! How perceived justice and customer involvement affect post co-recovery evaluations: A study of Iranian online shoppers," Journal of Retailing and Consumer Services, Elsevier, vol. 31(C), pages 127-142.
    5. Kumar Rakesh Ranjan & Stuart Read, 2016. "Value co-creation: concept and measurement," Journal of the Academy of Marketing Science, Springer, vol. 44(3), pages 290-315, May.
    6. Drazen Prelec & George Loewenstein, 1998. "The Red and the Black: Mental Accounting of Savings and Debt," Marketing Science, INFORMS, vol. 17(1), pages 4-28.
    7. Henderson, Pamela W. & Peterson, Robert A., 1992. "Mental accounting and categorization," Organizational Behavior and Human Decision Processes, Elsevier, vol. 51(1), pages 92-117, February.
    8. Holger Roschk & Susanne Kaiser, 2013. "The nature of an apology: An experimental study on how to apologize after a service failure," Marketing Letters, Springer, vol. 24(3), pages 293-309, September.
    9. Beibei Dong & K. Sivakumar, 2017. "Customer participation in services: domain, scope, and boundaries," Journal of the Academy of Marketing Science, Springer, vol. 45(6), pages 944-965, November.
    10. Yi, Youjae & Nataraajan, Rajan & Gong, Taeshik, 2011. "Customer participation and citizenship behavioral influences on employee performance, satisfaction, commitment, and turnover intention," Journal of Business Research, Elsevier, vol. 64(1), pages 87-95, January.
    11. Gohary, Ali & Hamzelu, Bahman & Pourazizi, Lida & Hanzaee, Kambiz Heidarzadeh, 2016. "Understanding effects of co-creation on cognitive, affective and behavioral evaluations in service recovery: An ethnocultural analysis," Journal of Retailing and Consumer Services, Elsevier, vol. 31(C), pages 182-198.
    12. Park, Joohyung & Ha, Sejin, 2016. "Co-creation of service recovery: Utilitarian and hedonic value and post-recovery responses," Journal of Retailing and Consumer Services, Elsevier, vol. 28(C), pages 310-316.
    13. Yi, Youjae & Gong, Taeshik, 2013. "Customer value co-creation behavior: Scale development and validation," Journal of Business Research, Elsevier, vol. 66(9), pages 1279-1284.
    14. Hazée, Simon & Van Vaerenbergh, Yves & Armirotto, Vincent, 2017. "Co-creating service recovery after service failure: The role of brand equity," Journal of Business Research, Elsevier, vol. 74(C), pages 101-109.
    15. Yingzi Xu & Bård Tronvoll & Bo Edvardsson, 2014. "Recovering service failure through resource integration," The Service Industries Journal, Taylor & Francis Journals, vol. 34(16), pages 1253-1271, December.
    16. Cevahir Uzkurt, 2010. "Customer participation in the service process: a model and research propositions," International Journal of Services and Operations Management, Inderscience Enterprises Ltd, vol. 6(1), pages 17-37.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Yi, Ho-Taek & Yeo, ChanKoo & Amenuvor, Fortune Edem & Boateng, Henry, 2021. "Examining the relationship between customer bonding, customer participation, and customer satisfaction," Journal of Retailing and Consumer Services, Elsevier, vol. 62(C).

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Yu Zhang & Bingjia Shao, 2019. "The Effectiveness of Customer Participation and Affective Misforecasting in Online Post-Recovery Satisfaction," Sustainability, MDPI, vol. 11(24), pages 1-22, December.
    2. Zhang, Yu & Yuan, Yafen & Su, Jiafu & Xiao, Yan, 2021. "The effect of employees' politeness strategy and customer membership on customers' perception of co-recovery and online post-recovery satisfaction," Journal of Retailing and Consumer Services, Elsevier, vol. 63(C).
    3. Bagherzadeh, Ramin & Rawal, Monika & Wei, Shuqin & Saavedra Torres, Jose Luis, 2020. "The journey from customer participation in service failure to co-creation in service recovery," Journal of Retailing and Consumer Services, Elsevier, vol. 54(C).
    4. Yves Van Vaerenbergh & Simon Hazée & Annelies Costers, 2018. "Customer participation in service recovery: a meta-analysis," Marketing Letters, Springer, vol. 29(4), pages 465-483, December.
    5. Hazée, Simon & Van Vaerenbergh, Yves & Armirotto, Vincent, 2017. "Co-creating service recovery after service failure: The role of brand equity," Journal of Business Research, Elsevier, vol. 74(C), pages 101-109.
    6. Mitrega, Maciej & Klézl, Vojtěch & Spáčil, Vojtěch, 2022. "Systematic review on customer citizenship behavior: Clarifying the domain and future research agenda," Journal of Business Research, Elsevier, vol. 140(C), pages 25-39.
    7. Beibei Dong & K. Sivakumar, 2017. "Customer participation in services: domain, scope, and boundaries," Journal of the Academy of Marketing Science, Springer, vol. 45(6), pages 944-965, November.
    8. Jasenko Arsenovic & Bo Edvardsson & Bård Tronvoll, 2019. "Moving Toward Collaborative Service Recovery: A Multiactor Orientation," Service Science, INFORMS, vol. 11(3), pages 201-212, October.
    9. Cassandra France & Debra Grace & Joseph Lo Iacono & Joan Carlini, 0. "Exploring the interplay between customer perceived brand value and customer brand co-creation behaviour dimensions," Journal of Brand Management, Palgrave Macmillan, vol. 0, pages 1-15.
    10. Balaji, M.S. & Jha, Subhash & Sengupta, Aditi Sarkar & Krishnan, Balaji C., 2018. "Are cynical customers satisfied differently? Role of negative inferred motive and customer participation in service recovery," Journal of Business Research, Elsevier, vol. 86(C), pages 109-118.
    11. Yang, Yan & Hu, Jing, 2021. "Self-diminishing effects of awe on consumer forgiveness in service encounters," Journal of Retailing and Consumer Services, Elsevier, vol. 60(C).
    12. Azemi, Yllka & Ozuem, Wilson & Howell, Kerry E. & Lancaster, Geoff, 2019. "An exploration into the practice of online service failure and recovery strategies in the Balkans," Journal of Business Research, Elsevier, vol. 94(C), pages 420-431.
    13. Linda D. Hollebeek & Moira K. Clark & Wafa Hammedi & René Arvola, 2021. "Cocreated brand value: theoretical model and propositions," Journal of Brand Management, Palgrave Macmillan, vol. 28(4), pages 413-428, July.
    14. Jasenko Arsenovic & Bo Edvardsson & Tobias Otterbring & Bård Tronvoll, 2023. "Money for Nothing: The Impact of Compensation on Customers’ Bad-Mouthing in Service Recovery Encounters," Marketing Letters, Springer, vol. 34(1), pages 69-82, March.
    15. Utkarsh, & Gupta, Roopak Kumar, 2022. "Effects of confidence and social benefits on consumers’ extra-role and in-role behaviors: A social identity and social exchange perspective," Journal of Retailing and Consumer Services, Elsevier, vol. 65(C).
    16. Natalia Rubio & Nieves Villaseñor & Mª Jesús Yagüe, 2021. "Influence of Value Co-Creation on Virtual Community Brand Equity for Unichannel vs. Multichannel Users," Sustainability, MDPI, vol. 13(15), pages 1-16, July.
    17. Cassandra France & Debra Grace & Joseph Lo Iacono & Joan Carlini, 2020. "Exploring the interplay between customer perceived brand value and customer brand co-creation behaviour dimensions," Journal of Brand Management, Palgrave Macmillan, vol. 27(4), pages 466-480, July.
    18. Foroudi, Pantea & Yu, Qionglei & Gupta, Suraksha & Foroudi, Mohammad M., 2019. "Enhancing university brand image and reputation through customer value co-creation behaviour," Technological Forecasting and Social Change, Elsevier, vol. 138(C), pages 218-227.
    19. Yi-Ching Hsieh & Hung-Chang Chiu & Yun-Chia Tang & Wei-Yun Lin, 2018. "Does Raising Value Co-creation Increase All Customers’ Happiness?," Journal of Business Ethics, Springer, vol. 152(4), pages 1053-1067, November.
    20. Baoliang Hu & Wei Huang & Shuai Yan & Guang Liu & Tao Zhang, 2020. "Business Model Design and Customer Loyalty: The Mediating Role of Customer Citizenship Behavior," Sustainability, MDPI, vol. 12(17), pages 1-14, August.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:gam:jftint:v:10:y:2018:i:10:p:97-:d:173608. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: MDPI Indexing Manager (email available below). General contact details of provider: https://www.mdpi.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.