Theoretical framework and hypotheses

5 important questions on Theoretical framework and hypotheses

Where does perceived value in future co-creation refer to?

To customers’ subjective evaluation of the benefits of future co-creation.

Why should customers find the co-creation activities more intrinsically attractive?

Because when customers try to solve service problems on their own, or are guided through a series of procedures, a superior recovery effort with customer involvement not only offsets the negative effect of service failure but also provides them with a successful service experience.

How is the customer intention toward future co-creation defined?

As a customer's willingness to participate in service production and delivery in the future.
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What has been shown to be a strong predictor of behavioral intention?

Self-efficacy

How is attribution of failure defined?

As the locus and magnitude of blame a customer believes should be placed for the failure.

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