The Antecedents and Consequences of Value Co-Creation Behaviors in a Hotel Setting: A Two-Country Study

Sanjit K Roy,Geoffrey Soutar,M S Balaji,Yangyang Jiang

doi:10.1177/1938965519890572

Abstract

This study examines the antecedents and consequences of value co-creation behavior in a hospitality context. An online questionnaire with samples of hotel patrons in the United States and Australia was used to obtain data and partial least square modeling was used in the analysis. The results suggest patron fairness perception enhances trust and identification with a hotel, which encourage engagement in the value co-creation behavior. Furthermore, this behavior enhances patron well-being and respect for the hotel. The study contributes to the literature by suggesting a value co-creation behavior model in the hospitality context and empirically examining the antecedents and consequences of this behavior. The results have important implications for managers designing service encounters that can encourage hotel patrons to engage in the value co-creation behavior.

Highlights

Practitioners and academics have recognized the blurring of roles between customers and service providers (Im & Qu, 2017)
To advance the understanding of hotel guests’ subjective wellbeing and perceived respect, we investigate whether participation in co-creation processes would improve patrons’ wellbeing and increase their respect for the hotel
Jaakkola and Alexander (2014) found value co-creation behavior (VCCB) might be influenced by customers’ perception of fairness. It seems when patrons feel they have been treated fairly they are more likely to engage in VCCBs, as they feel obliged to reciprocate in a manner valued by the hotel, suggesting: H1: Perceived service fairness has a positive influence on VCCB

Summary

Introduction

Practitioners and academics have recognized the blurring of roles between customers and service providers (Im & Qu, 2017). Trust, and customer-company identification are examined as key antecedents to patrons engaging in the VCCB in the present study. Trust, and identification are key elements of any customer-brand relationship and since value co-creation involves collaborative exchanges between the service provider and the patron, they are expected to play a critical role in determining VCCB.

Objectives

Results

Conclusion