Research on the Constructing the Scale of Customer Participation in Service Recovery in SST

Providers of the service recovery are no longer just enterprises and their employees in SST due to the nature and the characteristics of SST when the service failures happen.Customers will participate in the service recovery in many cases.So it is of great importance to research on the customer's participation in SST service recovery.The purpose of this paper is to develop a scale of the customer participation in SST and to lay the foundations for the quantitative research.This paper focuses on Internet booking and constructs a customer participation scale in SST service recovery through combination of theory-driven and data-driven,using EFA and CFA and other empirical research.Three factors are provided,which are information seeking,recovery preparation and effort.The end of this paper illuminates the marketing applications of the scale,and points out the limitations and the future research directions.