الفهرس 
The Role of Customer-to-Customer Interaction in the Service Recovery
Arabic title pageOnly 14 pages are availabe for public view
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Abstract
The high degree of personal interactions during service provision makes
unfavorable service incidents almost inevitable. To overcome the negative
impacts of service failures, effective and prompt service recovery is mandatory.
The current research aims to identify an additional source for service recovery.
Since literature highlighted the fruitful impact of using customers as partial
employees, the current research examines the impact of inter-customer recovery
(customer-to-customer interactions in service recovery), compared to services
providers’ recovery efforts (apology and compensation) on customers’
satisfaction and behavioral intentions (forgiveness, consumers’ advocacy,
propensity to complain, word of mouth and loyalty). Moreover, since literature
asserted the contingent impact of service failure attribution and severity on the
relationship between recovery efforts and customers’ responses, the direct and
the indirect impacts of service failures’ attributions and severity are examined as
well.
To achieve the research objectives, first, exploratory research was conducted to
provide better understanding of the research problem. Then, experimental
research approach was adopted to test the formulated hypotheses. Airlines
context was chosen to apply the research. Amazon mechanical truck was used
for data collection. Multivariate analysis of variance technique and process
analysis were used for data analysis. The research results show that service
provider recovery, compared to inter-customer recovery, has a stronger impact
on customers’ satisfaction and behavioral intentions, regardless of the cause and
the severity of the failure. However, the customer has better perception of the
service provider’s recovery when the failure is attributed to other customers. The
study provides useful insights for both researchers and practitioners for the impact
of customers’ engagement behaviors on customers’ satisfaction and behavioral
intentions in case of services’ failures and recovery.