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

Abstract

<jats:p> 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. </jats:p>

Creating Loyal Prosocial Transformative Service Consumers: A Proposed Model With Direct and Indirect Effects

“…Few service scholars however, including those in transformative services, have integrated both types of value co-creation behaviors. Therefore, consistent with Yi and Gong (2013) and recently confirmed by Roy and colleagues (2020), value co-creation behaviors are modeled as a third-order construct. Specifically, we model customer participation (made up of first-order dimensions of personal interaction, information sharing, and responsible behavior) and customer citizenship (made up of first-order dimensions of feedback and advocacy) serving as formative second-order constructs.…”

“…Our focus is on how these value co-creation behaviors accumulate and collectively influence desired outcomes. Furthermore, the first-order dimensions, previously mentioned, are modeled as behavioral manifestations of the second-order constructs (Roy et al, 2020) and extend discussion of this relationship in the method and results.…”

What influences consumers’ intention to purchase organic personal care products? The role of social reassurance

“…Furthermore, there are at least 77 innovation facilities in Europe researching into cosmetics, with more than 50% located in Spain. Finally, using two countries with similar cultural backgrounds can build a more convincing argument about the intention to purchase organic PCPs than conducting a study in a single country or culturally different ones (Roy et al, 2020). Since there are only slight differences in the dimensions of Hofstede between Italy and Spain (Hofstede Insights, 2020), it is expected invariance across two groups: H7: There are no significant differences in the intention to purchase organic PCPs between Spanish and Italian consumers.…”

The Implications of Research Methodologies for Hospitality Practitioners in an Age of Consumer and Data Complexity

“…The hospitality experience, with its unique servicescapes, interpersonal interactions, and service duration, make it an ideal environment for the development of creative methodologies and data collection techniques. As hospitality and tourism businesses have moved from a generalized model of product/service provision to an emphasis on co-creation of consumer experiences (Roy et al, 2020), the ability to provide personalized service has become paramount. Accordingly, research of these highly personalized, co-creational experiences requires the application of distinct methodologies on both the supply side (e.g., human resource management, organizational behavior, supply chains, etc.)…”