Customer Satisfaction as an Antecedent to Engagement in Co-Creation of Value in the Hotel Industry

Abstract

Customer Satisfaction as an Antecedent to Engagement in Co-Creation of Value in the Hotel Industry Laurence Bell, Andrew Babyak Abstract Purpose - An examination of the existing literature found that no research had been performed examining customer satisfaction as an antecedent to co-creation of value. This is important because organizations have difficulty engaging customers in co-creation of value, which can increase loyalty, trust, innovation, and competitive advantage. The purpose of this study was to examine the relationship between customer satisfaction and its constructs, and engagement in co-creation of value. Design - Six hypotheses were developed regarding the relationship between customer satisfaction, each of its components, and customer engagement in co-creation of value. A survey was distributed to 256 adults who lived in the United States and had recently experienced hotel services. Data were examined using Pearson correlations and ordinary least squares multiple regressions. Findings - The results indicated overall customer satisfaction, reliability, assurance, tangibles, empathy, and responsiveness each had a significant and positive relationship with customer engagement in co-creation of value. Practical Implications - Due to the benefits that can be developed through creating value with customers, it is important for organizations to encourage customers to engage. The results of this study can be used to build better strategies for customer participation in co-creation of value with organizations. Originality/Value - Prior to this study, no research had been performed that examined customer satisfaction as an antecedent to co-creation of value. This research fills that gap and develops customer satisfaction as a factor towards engaging customers and developing value. Full Text: PDF DOI: 10.15640/jthm.v6n2a2