The Role of Co-Creation Experience and Switching Cost in the Relationship Between Service Recovery and Customer Loyalty

The purpose of this study is to hypothesize and test the co-creation experience and switching costs of service recovery as important mediators of the relationship between service recovery and customer loyalty. Using Hayes (Hayes in Introduction to mediation, moderation, and conditional process analysis: A regression-based approach. The Guilford Press, 2018) process macros such as parallel multiple mediation model and serial multiple mediation model, a model based on the literature review is systematically validated. An important finding is that service recovery may not be sufficient to directly influence customer loyalty; rather, empirical evidence clearly demonstrates the mediating effects of the service recovery co-creation experience, satisfaction with the experience, service recovery satisfaction, and switching costs. Finally, the results and implications of the study are discussed, followed by limitations and future research directions.