Mood regulation, customer participation, and customer value creation in hospitality services

Abstract

Publisher's copyright statement:This article is c Emerald Group Publishing and permission has been granted for this version to appear here http://dro.dur.ac.uk/21158/. Emerald does not grant permission for this article to be further copied/distributed or hosted elsewhere without the express permission from Emerald Group Publishing Limited Use policyThe full-text may be used and/or reproduced, and given to third parties in any format or medium, without prior permission or charge, for personal research or study, educational, or not-for-prot purposes provided that:• a full bibliographic reference is made to the original source • a link is made to the metadata record in DRO • the full-text is not changed in any way The full-text must not be sold in any format or medium without the formal permission of the copyright holders.Please consult the full DRO policy for further details. Purpose-Customers play a key role in value creation. Not surprisingly, research has investigated customers' motivations to engage in the creation of value. However, the link between mood regulatory processes and customer participation in value creation has so far been neglected.Design/methodology-This study develops a model that relates mood regulatory processes to customer participation and customer value creation, and tests it with a sample of 419 hotel customers, using PLS.Findings-We find that: mood clarity relates directly with customer relational value; mood monitoring relates directly with customer participation as well as directly and indirectly with customer economic and relational value; and mood repair relates directly with customer participation and customer economic value, as well as indirectly with customer economic and relational value.Research limitations/implications-It is a cross-sectional study. It is limited only to hotels in Iran. This is the first study to evaluate the relationship between mood regulation with customer participation and value creation. Hospitality service organizations interested in promoting customer participation may consider mood as a segmentation criterion.Originality-Value creation theory was applied to identify the relationship among customer mood regulation, participation, economic value and relational value, as it is first attempted in the hospitality studies.

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

“…According to Yi and Gong (2013), information sharing is essential to the success of value cocreation, as employees will not know how to perform their duties to meet customer expectations if customers fail to provide accurate information. Through information sharing, patrons discuss their needs, concerns and ideas, as well as the services to be received (Taheri et al, 2017). Third, for successful value co-creation, patrons must recognize their roles and cooperate by following guidelines, policies, and directions.…”

The role of customer engagement facets on the formation of attitude, loyalty and price perception

“…For instance, visitors' recommendation behavior is able to have an impact on consumers' perceptions of service quality, enabling tourism organizations to attract more visitors (So et al, 2016a). Interactional characteristics of customer engagement include customers' participation with the brand as well as with other customers (So et al, 2014), influencing customers' value perceptions of hospitality services and experiences (Taheri et al, 2017).…”

“…tourist attractions or destinations). On the other hand, the customer-personnel interaction, which is in hospitality services comparatively high (Taheri et al, 2017).…”

Consumer engagement in the tourism industry: new trends and implications for research

“…Within tourism research, determinants of engagement are manifold include, among others, perceptions of authenticity, sincerity, motivation, prior knowledge, mood regulation, cultural capital and desire for social interaction (cf. Bryce et al, 2015;Taheri et al, 2014;Taheri, Coelho, Sousa, & Evanschitzky, 2017;Taheri, Gannon, Cordina, & Lochrie, 2018). Prior research also shows positive outcomes of tourist's engagement including satisfaction, loyalty, commitment, electronic Word of Mouth, behavioural intentions and memorable tourism experience (e.g.…”