A light in the dark: The benefits of co- production in service failures

Natália Pacheco*, Larissa Becker, Vinícius Brei

*Corresponding author for this work

Research output: Contribution to journalArticleScientificpeer-review

8 Citations (Scopus)


Co-production is increasingly common but, at the same time, services failures are inevitable. Considering that previous studies are controversial about the effects of failed co-produced services, the goal of this research is to investigate the influence of co-production on causal locus attribution, in addition to emotional and attitudinal outcomes. Two experimental studies show that co-production reduces the self-serving bias, a result that brings implications for the services literature and practice. In addition to the positive effects of co-production, evidenced by previous studies, this research shows that companies and customers can benefit from co-production even when failures occur.
Original languageEnglish
Peer-reviewed scientific journalJournal of Retailing and Consumer Services
Pages (from-to)95-101
Publication statusPublished - 2017
MoE publication typeA1 Journal article - refereed


  • 512 Business and Management
  • co-production
  • customer participation
  • self-serving bias
  • locus attribution
  • regret
  • disappointment


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