Co-creating value with customers in online service recovery: Bridging the links between mandatory and voluntary customer participation

Highlights：

• Mandatory customer participation (MCP) in an online tourism service recovery context can be conceptualized as having three components: mental, physical, and emotional participation.

• The dimensions of MCP have different impacts on customers’ perceived autonomy, competence, and relatedness.

• These perceptions of basic need satisfaction lead to higher online post-recovery satisfaction.

• These perceptions enhance the likelihood of customers eventually moving from MCP to voluntary customer participation (VCP), including helping others and recommending.

• Customer-oriented tourism apps enhance the positive effects of physical and mental participation to satisfy basic needs.

摘要

•Mandatory customer participation (MCP) in an online tourism service recovery context can be conceptualized as having three components: mental, physical, and emotional participation.•The dimensions of MCP have different impacts on customers’ perceived autonomy, competence, and relatedness.•These perceptions of basic need satisfaction lead to higher online post-recovery satisfaction.•These perceptions enhance the likelihood of customers eventually moving from MCP to voluntary customer participation (VCP), including helping others and recommending.•Customer-oriented tourism apps enhance the positive effects of physical and mental participation to satisfy basic needs.

论文关键词：Mandatory customer participation,Voluntary customer participation,Basic needs theory,Online post-recovery satisfaction,Tourism apps,Customer-oriented tourism apps

论文评审过程：Received 11 June 2021, Revised 21 July 2022, Accepted 5 August 2022, Available online 11 August 2022, Version of Record 18 August 2022.