Estrategias de recuperación del cliente y co-creaciónimpacto sobre la evaluación de una empresa detallista

  1. Rodolfo Vázquez Casielles
  2. Víctor Iglesias Argüelles
  3. Concepción Varela Neira
Book:
Estrategias de distribución y comportamiento de compra multicanal: tendencias y oportunidades para que fabricante y distribuidor rentabilicen sus decisiones de marketing
  1. Rodolfo Vázquez Casielles (coord.)
  2. Juan Antonio Trespalacios Gutiérrez (coord.)
  3. Eduardo Estrada Alonso (coord.)
  4. Celina González Mieres (coord.)

Publisher: KRK ; Cátedra Fundación Ramón Areces de Distribución Comercial ; Universidad de Oviedo

ISBN: 978-84-8367-431-4

Year of publication: 2013

Pages: 169-186

Type: Book chapter

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Abstract

in situations of service failure, firm develops strategies for customer recovery (CR) such as apologizing, restitution or providing compensation. furthermore, in the service recovery process the firm can perform actions to prevent similar failures. This paper discusses the importance of co-creation (CC) in the service recovery process to prevent similar failures. Experimental studies investigate the impact, individually and together, of the CR and CC on the customer�s attitude. The results indicate, that the CC improves customer�s satisfaction, repurchase intentions, and word-of-mouth intentions, derived from CR strategy.

Data source: Dialnet