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Sadighha, Jinous

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  • Stimulating customer participation behaviour and boosting value co-creation in hotels
    Publication . Sadighha, Jinous; Pinto, Patrícia; Guerreiro, Manuela; Campos, Ana Cláudia
    Considering the competitive environment of the hospitality industry in delivering superior value to customers, customer participation in value co-creation with the service provider through interaction becomes pivotal. By bonding the co-creation theory with the equity theory, this study proposes a model for stimulating customer participation behaviour (CPB), which includes customer co-creation perception (CCCP) composing DART activities (dialogue, access, risk assessment, and transparency), CPB, co-production, and value-in-use. The collected data from tourists staying in hotels in Portugal was analysed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The results confirm that CCCP predicts CPB, co-production, and value-in-use. Moreover, CPB improves co-production and value-in-use and mediates the associations between CCCP and co-production/ value-in-use. This research contributes to co-creation theory by confirming CCCP as a driver of CPB and provides practical implications to enhance co-production and value-in-use in hotels.
  • Customer participation behavior and customer citizenship behavior in hotels: testing co-production and value-in-use as mediators
    Publication . Sadighha, Jinous; Pinto, Patrícia; Martins Guerreiro, Maria Manuela; Campos, Ana Cláudia
    This study investigates customers' contribution to value co-creation by exploring the associations between customer co-creation behavior, including customer participation and customer citizenship behavior, and co-creation processes, namely, co-production and value-in-use. It combines co-creation theory with equity and social exchange theories to propose a model for customer behavior towards value co-creation. Using Partial Least Squares Structural Equation Modeling (PLS-SEM), data were collected from tourists staying at hotels in Portugal. Results indicate that customer participation behavior envisages co-production and value-in-use, while the two forms of value co-creation subsequently improve customer citizenship behavior. Moreover, co-production enhances value-in-us. Additionally, customer participation behavior is associated with customer citizenship behavior through co-production and value-in-use. This research contributes to the co-creation theory by proving co-production and value-in-use as transforming mechanisms that turn customer participation behavior into customer citizenship behavior. Applying the proposed model as a managerial tool in hotels improves co-creation processes and boosts customer citizenship behavior.