The impact of customer engagement and service leadership on the local food value chain of hotels

Abstract

PurposeThis study was undertaken to investigate whether a service-oriented approach to the local food supply chain contributes to strengthened linkages between accommodation and agricultural sectors, thereby creating value for users.Design/methodology/approachThe qualitative study examined levels of customer/consumer engagement (CE) within theoretical constructs of the service-oriented framework and value co-creation, intangible resources and valued relationship within the value chain and food service. Also, two explanatory case studies were conducted on two accommodation properties.FindingsEmpirical findings indicated that the hospitality business which emphasized a consumer-centric service approach throughout the value chain – both forward (toward the consumer) and backward (toward the supplier) – had greater success in engaging customers. It also highlighted the importance of service leadership.Practical implicationsThe research study provides practical guidance to members of the local food supply chains in the hospitality sector and strategies that can be used to optimize all opportunities to ensure consumers’ needs are met and exceeded as a precursor for repeat business.Social implicationsThe intricacies of services when well understood and applied in hospitality businesses are likely to generate favorable outcomes such as poverty alleviation. Developing destinations invest significantly in tourism as a channel for economic development. Unfortunately, gains are forfeited since limited attention is given to strategically advancing consumer-centric service at the micro level in tourism businesses to the extent that these benefit other stakeholders. Fostering CE and developing a culture of service leadership appear to be critical success factors.Originality/valueThis study is unique and extremely relevant to island destinations as it provides insights using a service management framework in the Caribbean context on how destinations may enhance hospitality business through improved service in island states.