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- Stimulating customer participation behaviour and boosting value co-creation in hotelsPublication . Sadighha, Jinous; Pinto, Patrícia; Guerreiro, Manuela; Campos, Ana CláudiaConsidering 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 mediatorsPublication . Sadighha, Jinous; Pinto, Patrícia; Martins Guerreiro, Maria Manuela; Campos, Ana CláudiaThis 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.
- Value reciprocity mechanism in hotels: testing customer participation behaviour and value co-creation as mediators and previous experience as a moderatorPublication . Sadighha, Jinous; Pinto, Patrícia; Martins Guerreiro, Maria Manuela; Campos, Ana CláudiaPurpose – This study investigates the reciprocity mechanism in value co-creation and clarifies how service providers may effectively trigger customer participation behaviour and boost value co-creation to enhance customer citizenship behaviour, which brings extra benefits for service providers. Design/methodology/approach – By combining equity theory, social exchange theory and co-creation theory, this research proposes a model for the reciprocity mechanism in value co-creation incorporating customer co-creation perception (CCCP) conducting hotel dialogue, access, risk assessment and transparency (DART) activities; customer participation behaviour (CPB – information seeking, information sharing, responsible behaviour and personal interaction); customer citizenship behaviour (CCB – feedback, advocacy, helping and tolerance) and value co-creation in hotels. It also applies script theory to explore how customers’ previous experiences with the hotel may impact the value reciprocity mechanism. The collected data from tourists are analysed using partial least squares structural equation modelling (PLS-SEM). Findings – The results confirm that CCCP drives CPB, value co-creation and CCB. CPB also enhances value co-creation, consequently boosting CCB. Moreover, CPB and value co-creation are the reciprocity mechanisms that mediate CCCP to CCB. Findings also reveal that CPB has a greater impact on value co-creation for firsttime customers. In contrast, CCCP has a higher effect on value co-creation for repeat customers. Practical implications – The proposed model is a managerial tool that assists practitionersin effectively driving customer participation behaviour and improving value co-creation for first-time customers and repeat customers. Originality/value – This study uncovers the significance of the hospitality service provider’s DARTactions in forming customer perceptions and leading customer behaviour towards value co-creation.