Abstract
Recently, great interest in value co-creation has been revealed among both academics and practitioners in the hotel sector. However, few studies are analyzing the consequences of co-creation behavior from the customer perspective in “green” (environmentally-friendly) hotels. This study explores the relationships between value co-creation and guest trust, satisfaction, and loyalty in the context of green hotels. Moreover, the role of trip purpose and generational cohort as moderating variables in these relationships is tested. The data are collected through a personal survey from 309 Spanish hotel guests, and the partial least square structural equation model (PLS-SEM) is employed to test the research hypotheses. The results of this study reveal that guest participation in the hotel’s process of value co-creation positively affects guests’ trust, satisfaction, and loyalty. Additionally, both trust and satisfaction are positively linked with customer loyalty. The findings here also suggest that only customers’ age moderates some of the relationships considered (i.e., trust–loyalty and satisfaction–loyalty). To practice, this study provides managerial implications to help hoteliers use value co-creation to develop competitive strategies that will generate more value for tourists due to the positive effects of these strategies on tourist trust, satisfaction, and loyalty.
Highlights
At present, rivalry between companies has increased, and the difference between their services has become almost imperceptible to consumers [1]
Based on a call for research on how consumer-related features are influencing value co-creation [39], we consider how guests traveling with different purposes may have different hotel needs and expectations [36]. Another objective of the present study is to find out whether there are significant differences between guests who travel for leisure and those who travel for business with respect to their degree of participation in the value co-creation process and their relationships with trust, satisfaction, and loyalty, given that to our knowledge, there is still no conclusive literature about such moderation in the context that is presented in this work, i.e., environmentally responsible hotels
To answer this call for future research on co-creation, the present study provides statistical support to demonstrate how value co-creation helps boost guests’ trust, satisfaction, and loyalty with regard to environmentally-friendly hotels
Summary
Rivalry between companies has increased, and the difference between their services has become almost imperceptible to consumers [1]. Hospitality professionals should focus on bundles of innovative initiatives, for example, new or improved supporting activities for processes in combination with new methods for service delivery [2]. In this context, value co-creation, which represents the process by which service providers and consumers collaborate to create value [3], becomes more important. Value co-creation, which represents the process by which service providers and consumers collaborate to create value [3], becomes more important In this sense, value co-creation is a concept that has been employed by researchers to describe how clients interact and engage in a dialogue with an organization to design, produce, deliver, and consume a product or service [4]. The concept of value co-creation is based on the idea that the main business competencies are no longer in the value chain but rather at the point of interaction between the client and the company where the former is considered a co-creator of value [5]
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