AVIS DE SOUTENANCE

M. GEORGIOS SKOURTIS Soutiendra sa thèse en vue de l'obtention du diplôme Doctorat en Sciences de Gestion Le: 16 décembre 2016 à 10h00 Salle des thèses Sur le sujet: The impact of operant resources on consumer value co-recovery in-role behavior and cocreated value

Le jury se compose comme suit: Qualité

Etablissement

Rôle

M. JEAN-MARC DECAUDIN

PROFESSEUR DES UNIVERSITES

UNIVERSITE TOULOUSE 1

Directeur de recherches

M. DENIS LACOSTE

PROFESSEUR

Toulouse Business School

Membre du jury

M. DWIGHT MERUNKA

PROFESSEUR DES UNIVERSITES

UNIVERSITE D'AIX-MARSEILLE

Rapporteur du jury

Mme ELISABETH TISSIER DESBORDES

PROFESSEUR

ESCP Europe

Rapporteur du jury

Mme CATHERINE VIOT

PROFESSEUR DES UNIVERSITES

UNIVERSITE LYON 1

Membre du jury

Nom

Résumé de la thèse Service-dominant logic is a mindset in marketing literature which embraces a process orientation rather than an output orientation. Moreover, S-D logic emphasizes the role of operant resources (e.g skills) rather than operand (tangible) resources, which importance is high as there are the source of competitive advantage. The most important contribution of this emerging school of thought is that customers shift from being passive to active, who always co-create value with firms and other stakeholders. Understanding therefore what leads to value co-creation is a major issue and also neglected. Furthermore, although this shift has important implications for all service activities, very little research has focused on service recovery context. What is more it is not yet known what contributes to value co-creation and what is the role of operant resources in a service recovery context, while prior studies have no examined under which circumstances value is co-created and what motivates customers to contribute their resources in the service recovery process. With the goal of addressing these issues, this study focuses on the underlying mechanism of how operant resources are utilized during service recovery and, in turn, under which conditions co-allocation of these resources generates co-created value. It argues that the consumers¿ ability to integrate their resources to co-recover from a service failure motivates them to express higher value co-recovery in-role behavior and hence enjoy higher hedonic and utilitarian values. To test this claim, this dissertation investigates the impact of consumers¿ ability to co-recover on value co-recovery in-role behavior by taking into account extrinsic and intrinsic motivation as mediators. It also explores the role of several moderating variables (role clarity, internal blame, trust in service provider¿s resolution ability, and negative emotions) to gain a deeper understanding of the co-recovery process. The results reveal that only extrinsic motivation partially mediates the relationship between ability to co-recover and value co-recovery in-role behavior. Furthermore, outcomes demonstrate that value co-recovery in-role behavior increases utilitarian value but decreases hedonic value.

Mots clés

co-creation, service recovery, motivation, operant resources, consumers

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Toulouse, le 22/11/2016