Objective: This study aimed to investigate the impact of initial consumer involvement in service delivery and customer engagement on cocreated service recovery, and how this form of service failure resolution influences post-recovery customer satisfaction.
Design / Methodology / Approach: A descriptive research with a quantitative approach was conducted using a survey method, involving 189 Brazilian consumers from the hospitality sector. Data were analyzed using Structural Equation Modeling with Partial Least Squares (PLS) estimation.
Results: Findings demonstrate that recovery situations are not merely treatments for service process-related failures, but should be viewed as a social process wherein providers and consumers need to be engaged for mutual benefits. The results suggest that highly engaged customers who participate in the initial service delivery exhibit a greater willingness to collaborate in the recovery process.
Originality: This research investigates a typology of service failure recovery that is currently gaining popularity in studies on the subject. Additionally, it incorporates two antecedents of cocreated recovery that have been underexplored previously, especially in the Brazilian context, and that could provide pertinent information for effective failure resolutions.
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Revista Alcance is a Brazilian free access journal, published every four months, linked to the Graduate Program in Administration and the Professional Master’s degree in Administration, Internationalization and Logistics Program of the University of Vale do Itajaí – Univali. We seek to publish theoretical-empirical and technological articles in the areas of Business Administration. Different theoretical and methodological perspectives are welcome, as long as they are consistent with and relevant to the development of the area.
