Purpose: The purpose of this paper is to focus on failures in online flash sales (OFS) and to explore why consumers participate in an OFS even after experiencing service failure. It also examines the role of deal proneness, attribution, and emotions. Design/methodology/approach: Using a mixed...

Purpose – The purpose of this paper is to propose a classification for customer participation (CP) in services. Furthermore, it develops research propositions examining the moderating role of the proposed classification on the link between the magnitude of CP and service outcomes....