Understanding the co-creation effect: When does collaborating with customers provide a lift to service recovery?

Anne L. Roggeveen, Michael Tsiros, Dhruv Grewal

Research output: Contribution to journalArticlepeer-review

155 Scopus citations


Because co-creation allows customers to help shape or personalize the content of their experience, it can affect customer satisfaction with recovery efforts, as well as offer a more cost-effective alternative to compensation. This article identifies specific situations in which co-creation is and is not useful. Study 1 tests the impact of co-creation in comparison with compensation for enhancing satisfaction with the recovery process and demonstrates that co-creation offers a cost-efficient strategy for companies when customers must deal with severe delays. Study 2 extends these results by showing that the impact extends to repurchase intentions. Study 3 details conditions in which co-creation harms evaluations. Finally, Study 4 explores whether it is necessary for the company to meet the customer's requests when co-creating a recovery, as well as what happens when the company exceeds a customer's requests. The article concludes with a discussion of the theoretical and managerial implications, limitations, and research directions that emerge from the studies.

Original languageEnglish (US)
Pages (from-to)771-790
Number of pages20
JournalJournal of the Academy of Marketing Science
Issue number6
StatePublished - Nov 2012


  • Co-creation
  • Co-production
  • Service recovery

ASJC Scopus subject areas

  • Business and International Management
  • Economics and Econometrics
  • Marketing


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