The Mediating Role of the Tourists’ Citizenship Behavior Between the Value Co-Creation and Satisfaction (original) (raw)
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Annals of Tourism Research, 2019
Drawing on social exchange theory and the service-dominant logic framework this paper explores the association between value co-creation and the willingness to engage in customer citizenship behavior in the hospitality and tourism context. Tourism and hospitality firms are increasingly offering opportunities for co-production and value-in-use not only to increase revisit and re-purchase intentions but also to benefit from manifestations of customer citizenship behavior such as customer feedback, advocacy, customer-to-customer assistance and tolerance in less satisfactory future services. The paper offers a building block for future work to investigate the causal relationship between the dimensions of value co-creation (co-production and value-in-use) and customer citizenship behavior.
Organizational citizenship behavior (OCB) research has been extended in the literature to the customer domain by examining the role of customer behavior in the service sectors. Therefore, this study aimed to examine the effect of the physical environment and social servicescape on the co-creation value, and the impact of the co-creation value on customer satisfaction, which, in turn, influences the customer's citizenship behavior. A field study was conducted in Malaysian cultural and creative industries settings and a total of 254 participants were approached. Structural equation modeling (SEM) technique was used to test the hypothesized relationships among variables. The proposed research model was largely focused on the four perceived values (i.e., physical servicescape, social servicescape, co-creation value, and customer satisfaction) that significantly influence tourists' citizenship behavior. This study sheds new light on the notable roles of physical servicescape, social servicescape, co-creation value, and customer satisfaction on enhancing tourists' citizenship behavior. The theoretical implications and practical implications are discussed.
Value co-creation and customer citizenship behavior
Annals of Tourism Research, 2019
Publisher: Elsevier NOTICE: this is the author's version of a work that was accepted for publication in Annals of Tourism Research. Changes resulting from the publishing process, such as peer review, editing, corrections, structural formatting, and other quality control mechanisms may not be reflected in this document. Changes may have been made to this work since it was submitted for publication. A definitive version was subsequently published in
Factors Affecting Customer Value Co-Creation Behavior: A Case of Tourism Industry
2020
The main purpose of this study is to find the factors affecting value co-creation behavior. This study also aimed to find the mediating role of customer co-creation attitude on the relationship between factors and value co-creation behavior. The target population selected for this study was the northern areas of Pakistan. The sample size of this study was (n=480) respondents. The data were collected at three different time's intervals, i.e. at the time, 1, independent variables data were collected at time 2 mediating variable was collected, and at time 3 dependent variable data was collected. This study results revealed that all factors have a positive and significant effect on customer value co-creation behavior. The results revealed that customer co-creation attitude has a positive and significant mediating role between factors and customer value co-creation behavior. The results of this study will open a new avenue in the tourism sector and as well for scholars and practition...
This study it aims to determine co-production behaviors of travel agencies customers. The data was collected through the survey in İstanbul. The sample of study ise consist of local tourist who purchased cultural tour from travel agency through the co-production. These data were then analyzed by explanatory factor analysis and confirmatory factor analysis. As a result of the analysis, seven factors have been determined. These factors are named as (i) personel interaction, (ii) advocacy, (iii) helping, (iv) feedback, (v) information sharing, (vi) adaptation and (vii) information seeking. Factors include personel interaction, information sharing and information seeking within the context of customer participation behaviour, while advocacy, helping, adoptation and feedback factors are evaluated in the axis of the customer citizenship behaviour.
The Role of Customer Values in Increasing Tourist Satisfaction in Gianyar Regency, Bali, Indonesia
Journal of Asian Finance, Economics and Business, 2021
Customer value has long been believed to be a direct trigger for increased tourist satisfaction, but as a mediating variable, it still needs to be proven further. This paper aims to examine the causal relationship between research variables, as well as to examine the role of customer value as a mediating variable in the relationship between service quality, brand quality, tourism products, customer value, and tourist satisfaction with tourists’ objects. The population is tourists who visit tourist sites/destinations in the Gianyar Regency on the island of Bali, Indonesia, and the sample size is 270 respondents, selected through random sampling. Structural equation modeling (SEM), a multivariate statistical analysis technique, is used to analyze the causal relationships between variables. The results show that the model is accepted, and customer value is proven to be a positive mediating variable. The results also show that service quality, brand quality, and tourism products have an...
Co-creating tourist experiences to enhance customer loyalty and travel satisfaction
Purpose – The purpose of this paper is to highlight the need for cooperation between tourists and travel professionals in creating a memorable visitor experience. The objectives of the study are twofold: first, to explain the concept of tourist experience co-creation and, second, to explore the relationships among tourist experience co-creation, customer satisfaction, overall travel satisfaction and customer loyalty towards travel professionals. Methodology – The study uses constructs from past literature. A survey was conducted on a convenience sample of 422 Croatian residents who had travelled at least once in the year prior to the study. The hypotheses were empirically tested and validated by partial least square structural equation modelling (PLS-SEM). Findings – Participation in the co-creation process of an experience, together with travel professionals, positively affects customer satisfaction. Further, customer satisfaction with co-creation has a positive effect on overall travel satisfaction and customer loyalty to travel professionals. There is also evidence that overall travel satisfaction positively affects customer loyalty to service provider. Contribution – This study contributes to the knowledge of tourist experience co-creation within the theory of service-dominant logic and customer behaviour. The scientific contribution is found in testing the influence of tourist experience co-creation on tourist satisfaction and loyalty. The applicable contribution emphasises the necessity to include tourists as an active, involved and participating part in the process of providing services. Their involvement in this process will positively affect their satisfaction and loyalty.
International Journal of Services, Economics and Management, 2019
Οver the past decade, several studies in services and tοurism literature have been conducted and concluded that satisfactiοn is associated and affected by value because value appraisals precede satisfactiοn. This study aims to examine the relatiοnship between customer satisfactiοn from each destination service/encοunter and οverall, and its antecedent, customer value. The proposed relationships are tested using the structural equation modelling (SEM) analysis at an established Greek heritage destination, Olympia. The results indicate that value dimensions can explain considerably the destination service encοunter satisfactiοn, which in turn contributes to οverall satisfactiοn. This study can be considered among the first attempts to empirically test the relatiοnship of service encοunter satisfactiοn from every destination service and customer value.
Factors influencing customer citizenship behaviour in the hospitality industry
Annals of Leisure Research, 2020
This present study examines the relationships between hedonic value, customer-to-customer interaction, customer demandingness, customization and customer love on customer citizenship behaviour with the moderation effect of customer involvement. A quantitative survey design was conducted on a sample of 585 customers in Malaysian hotels to test the proposed model. The salient findings are (1) influencing factors (hedonic value, customerto-customer interaction, customer demandingness, customization) significantly impact customer love, (2) customer love has a significant mediating effect between influencing factors (hedonic value, customer-to-customer interaction, customer demandingness, customization) and customer citizenship behaviour, and (3) customer involvement moderates the relationship between customer love and customer citizenship behaviour. The study reported customer citizenship behaviour as a new and dynamic approach to explore how its outcomes can be enhanced in the hotel industry. The outcomes of customer citizenship behaviour may help the hotel business and service providers in their service delivery.