Generational Profiles in Value Co-Creation Interactions

Shulga, Lenna V.; Busser, James A.; Kim, Hye-Lin

doi:10.1080/19368623.2017.1340218

Cited by 30 publications

(39 citation statements)

References 62 publications

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“…In their work, authors in [88] found that the interaction between customers and vendors was a stronger indicator of online trust for the Millennials than for Baby Boomers. The findings of the study of [89] indicate that all generational cohorts experienced higher levels of satisfaction and loyalty after participating in value co-creation interactions with the hospitality service provider. With respect to the relationship between value co-creation and trust, while for Baby Boomers it is significant, for Generation X and Y it is not [89].…”

Section: Generational Cohortmentioning

confidence: 92%

“…The findings of the study of [89] indicate that all generational cohorts experienced higher levels of satisfaction and loyalty after participating in value co-creation interactions with the hospitality service provider. With respect to the relationship between value co-creation and trust, while for Baby Boomers it is significant, for Generation X and Y it is not [89]. The findings by [90] revealed that, in contrast to Generation Y, Baby Boomers consider trust in the service provider an important antecedent in choosing a product/service.…”

Section: Generational Cohortmentioning

confidence: 92%

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Implications of Value Co-Creation in Green Hotels: The Moderating Effect of Trip Purpose and Generational Cohort

2020

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Recently, great interest in value co-creation has been revealed among both academics and practitioners in the hotel sector. However, few studies are analyzing the consequences of co-creation behavior from the customer perspective in “green” (environmentally-friendly) hotels. This study explores the relationships between value co-creation and guest trust, satisfaction, and loyalty in the context of green hotels. Moreover, the role of trip purpose and generational cohort as moderating variables in these relationships is tested. The data are collected through a personal survey from 309 Spanish hotel guests, and the partial least square structural equation model (PLS-SEM) is employed to test the research hypotheses. The results of this study reveal that guest participation in the hotel’s process of value co-creation positively affects guests’ trust, satisfaction, and loyalty. Additionally, both trust and satisfaction are positively linked with customer loyalty. The findings here also suggest that only customers’ age moderates some of the relationships considered (i.e., trust–loyalty and satisfaction–loyalty). To practice, this study provides managerial implications to help hoteliers use value co-creation to develop competitive strategies that will generate more value for tourists due to the positive effects of these strategies on tourist trust, satisfaction, and loyalty.

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Section: Generational Cohortmentioning

confidence: 92%

Section: Generational Cohortmentioning

confidence: 92%

Implications of Value Co-Creation in Green Hotels: The Moderating Effect of Trip Purpose and Generational Cohort

2020

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“…Service fairness is the extent to which patrons perceive fairness or justice in a service provider's behavior (Namkung & Jang, 2010). Patrons are likely to collaborate with a provider who is regarded as fair (Shulga, Busser, & Kim, 2018). Equity theory suggests encounters will be perceived as fair when the ratio of outcomes (experiences) to inputs (effort, money, time) is comparable with the ratio of other such encounters (Adams, 1963).…”

Section: Perceived Service Fairnessmentioning

confidence: 99%

The Antecedents and Consequences of Value Co-Creation Behaviors in a Hotel Setting: A Two-Country Study

Roy

Balaji

Soutar

et al. 2019

Cornell Hospitality Quarterly

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This study examines the antecedents and consequences of value co-creation behavior in a hospitality context. An online questionnaire with samples of hotel patrons in the United States and Australia was used to obtain data and partial least square modeling was used in the analysis. The results suggest patron fairness perception enhances trust and identification with a hotel, which encourage engagement in the value co-creation behavior. Furthermore, this behavior enhances patron well-being and respect for the hotel. The study contributes to the literature by suggesting a value co-creation behavior model in the hospitality context and empirically examining the antecedents and consequences of this behavior. The results have important implications for managers designing service encounters that can encourage hotel patrons to engage in the value co-creation behavior.

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“…Also, most generational studies have focused on travel behaviour of a specific generation, such as Generation X or Generation Y (Chen & Chou, 2019;Xu & Pratt, 2018), but few have compared online behaviour between generations (e.g., Beldona et al, 2009;Gardiner et al, 2015). Despite this, very little research has been carried out that differentiates generational cohorts by online shopping that focuses on cohort perceptions, decision making, and behaviour (Herrando et al, 2019;Lissitsa & Kol, 2019;Shulga et al, 2018). Despite there been a huge growth in studies relating to tourism (Athiyaman, 1995), research is still limited when it comes to the behaviour and impact of Millennials in the tourism industry (Ramsay et al, 2017).…”

Section: Introductionmentioning

confidence: 99%

Does Consumers’ Intention to Purchase Travel Online Differ Across Generations?

Sharma¹,

Singh²,

Pratt³

2020

AJIS

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This paper examines the differences in consumers' intention to purchase travel online across Millennials and Baby Boomers. The Unified Theory of Acceptance and Use of Technology 2 (UTAUT2) is extended by including attitude, compatibility, innovativeness, perceived trust, and perceived risk variables. Data is collected using online questionnaires from Millennials (N=322) and Baby Boomers (N=318) in Australia. Overall, the empirical results revealed that factors affecting Australian consumers' intention to purchase travel online differ across generations. This study contributes to the literature by extending and testing the comprehensive research model to understand consumers' online travel purchase behavior better.

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Generational Profiles in Value Co-Creation Interactions

Cited by 30 publications

References 62 publications

Implications of Value Co-Creation in Green Hotels: The Moderating Effect of Trip Purpose and Generational Cohort

Implications of Value Co-Creation in Green Hotels: The Moderating Effect of Trip Purpose and Generational Cohort

The Antecedents and Consequences of Value Co-Creation Behaviors in a Hotel Setting: A Two-Country Study

Does Consumers’ Intention to Purchase Travel Online Differ Across Generations?

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