Value Co-creation based Service Recovery for Online Complaint: Model Design and Simulation Analysis

The social media platform convenience users’ anywhere, anytime publishing and disseminating online complaints. Enterprises undergo huge losses due to the lack of suitable management mechanism for effectively dealing with online complaints. The knowledgeable users in social media platform is a vital resource that enterprises could take advantage of, however the question persists how to stimulate, use and management them. Based on Value Co-Creation theory, the work investigates customer complaint, individual knowledge sharing, and enterprises service recovery motivations, designs the value co-creation based online complaint handling model, and analyzes its goals and constraints. Simulation models are constructed to explore the model efficiency and strategy that maximums the efficiency. Literature review results show that information/knowledge, emotional, social capital are main factors affecting mechanism efficiency; Simulation results show that the proposed model significantly outperforms the traditional service personnel based model, and best strategy could be determined according to the predefined model goal.