From service-dominant orientation to positive customer outcomes: a self-determination model in the custom travel service context

Abstract

Purpose Drawing on self-determination theory and insights from the literature on service-dominant (S-D) logic and value co-creation, this paper aims to investigate the impacts of an S-D orientation on positive customer outcomes (i.e. customer participation behaviors, customer citizenship behaviors and quality of life) and the underlying mechanisms of these effects. Design/methodology/approach Custom travel service (CTS) was chosen as the research setting. In total, 303 valid questionnaires were gathered from tourists in China. The partial least squares structural equation modeling approach was used for model estimation. Findings Tourism firms’ S-D orientation positively influences customer participation behaviors via customer psychological need satisfaction (i.e. perceived autonomy, competence and relatedness), customer citizenship behaviors via perceived relatedness and customer quality of life via perceived autonomy and perceived competence. Research limitations/implications Although the impact of S-D orientation is studied in the CTS context, this study illustrates how firms embracing S-D logic can facilitate value co-creation and customer quality of life, presenting a more precise picture for academics and practitioners. Originality/value This paper is the first attempt to empirically examine the relationships among S-D orientation, customer value cocreation and quality of life. The relevance of customer psychological need satisfaction is acknowledged in this study.

A co-created value scale for the hospitality service: applying a text mining approach

“…recognition, affective response and logistic value) developed earlier do not seem to fully underlie S-D logic. This might explain why the S-D logic literature is vaguely discussed at a meta-theoretical level, lacking empirical research using pre-developed scales (Li et al , 2022). This paper provides multi-dimensional constructs with distinctive conceptualization supporting the resource-based view of S-D logic, which provides insight into a better understanding of CCV and paves the way for empirical research on S-D logic.…”

“…Researchers (Gummerus, 2013; Leroi-Werelds et al , 2014) argue that research should separate VCC from observable constructs and focus on customers’ perceptions of them to better identify what occurs during the use process. Although hospitality and tourism research attempts to investigate VCC empirically by adapting alternative constructs, such as customer participation behavior and customer citizenship behavior (Li et al , 2022), there is a lack of research using constructs directly reflecting VCC. This study proposes a co-created value (CCV) to operationalize perceived value in terms of co-creation and develop the CCV scale through the S-D logic lens for the hospitality service encounter to address this problem.…”

How does customer cooperation affect employees’ prosocial service behavior in upscale Chinese hotels? An affective social exchange perspective

“…Job autonomy is the degree to which individuals have freedom, discretion and independence in their work (Hackman and Oldham, 1976). Autonomy is a universal psychological need (Li et al , 2022). Research indicates that job autonomy empowers employees to feel self-determined and free from external control, enhancing their sense of ownership over work tasks (Volmer et al , 2012).…”

Can customer participation promote hospitality frontline employees’ extra-role service behavior?

“…While the former focuses on “tangible output and discrete transactions” in which value is added to products in the production process and at the point of exchange, the latter emphasizes “intangibility, exchange processes, and relationships” in which value is determined by customers in the service process (Vargo and Lusch, 2004, p. 2). As a central tenet of S-D logic, value co-creation captures the joint creation of value by the organization and its customers by encouraging customers to co-construct the service experience to suit their context (Font et al , 2021; Li et al , 2022).…”