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Value reciprocity mechanism in hotels: testing customer participation behaviour and value co-creation as mediators and previous experience as a moderator

2025-01-30Artigo científico Acesso restrito
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datacite.subject.sdg08:Trabalho Digno e Crescimento Económico
datacite.subject.sdg12:Produção e Consumo Sustentáveis
datacite.subject.sdg09:Indústria, Inovação e Infraestruturas
dc.contributor.authorSadighha, Jinous
dc.contributor.authorPinto, Patrícia
dc.contributor.authorMartins Guerreiro, Maria Manuela
dc.contributor.authorCampos, Ana Cláudia
dc.date.accessioned2026-04-13T09:09:09Z
dc.date.available2026-04-13T09:09:09Z
dc.date.issued2025-01-30
dc.description.abstractPurpose – 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.eng
dc.identifier.doi10.1108/jhti-06-2024-0627
dc.identifier.eissn2514-9806
dc.identifier.issn2514-9792
dc.identifier.urihttp://hdl.handle.net/10400.1/28649
dc.language.isoeng
dc.peerreviewedyes
dc.publisherEmerald
dc.relationResearch Centre for Tourism, Sustainability and Well-being
dc.rights.uriN/A
dc.subjectCustomer co-creation perception
dc.subjectCustomer participation behaviour
dc.subjectCustomer citizenship behaviour
dc.subjectValue co-creation
dc.titleValue reciprocity mechanism in hotels: testing customer participation behaviour and value co-creation as mediators and previous experience as a moderatoreng
dc.typejournal article
dspace.entity.typePublication
oaire.awardNumberUIDB/04020/2020
oaire.awardTitleResearch Centre for Tourism, Sustainability and Well-being
oaire.awardURIinfo:eu-repo/grantAgreement/FCT/6817 - DCRRNI ID/UIDB%2F04020%2F2020/PT
oaire.citation.endPage2231
oaire.citation.issue6
oaire.citation.startPage2206
oaire.citation.titleJournal of Hospitality and Tourism Insights
oaire.citation.volume8
oaire.fundingStream6817 - DCRRNI ID
oaire.versionhttp://purl.org/coar/version/c_970fb48d4fbd8a85
person.familyNameSadighha
person.familyNamePinto
person.familyNameMartins Guerreiro
person.familyNameCampos
person.givenNameJinous
person.givenNamePatrícia
person.givenNameMaria Manuela
person.givenNameAna Cláudia
person.identifier.ciencia-idEF1A-101E-D47F
person.identifier.ciencia-id1215-D615-204C
person.identifier.ciencia-id0616-9DC2-CCD3
person.identifier.ciencia-id9D14-5E90-B55D
person.identifier.orcid0000-0002-3153-2830
person.identifier.orcid0000-0002-6398-9712
person.identifier.orcid0000-0002-5816-5137
person.identifier.ridC-3197-2018
person.identifier.scopus-author-id57200566502
person.identifier.scopus-author-id38361439300
person.identifier.scopus-author-id56844659700
project.funder.identifierhttp://doi.org/10.13039/501100001871
project.funder.nameFundação para a Ciência e a Tecnologia
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relation.isAuthorOfPublication02762b83-254f-4977-b3a5-9e04ba3af91f
relation.isAuthorOfPublication.latestForDiscoveryceb5985b-e0ca-41af-9289-526d0e596b0b
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