Value co-creation and new product development success: the moderating effect of structural empowerment

PurposeThe aim of this study is to examine the relationships among hotel employees’ creative self-efficacy, co-creation and new service development moderated by collective efficacy in the context of social exchange theory (SET).Design/methodology/approachData were collected by using questionnaire from the frontline employees working in hotels in Pakistan. A total of 220 employees participated in the survey. Structural equation modeling has been used.FindingsResults show that employees’ creative self-efficacy enhances co-creation and helps in new services development. Moreover, collective efficacy moderates the relationship between individual employees’ creative self-efficacy and co-creation.Practical implicationsHotel managers should focus on building employees' self-efficacy beliefs to enhance their motivation and performance in new service development. Moreover, they should establish platforms for co-creation with customers, involving them in idea generation, feedback and testing, to ensure new services meet customer needs and increase their adoption.Originality/valueEarlier literature has examined the co-creation and new service development from various perspectives, largely ignoring the social exchange theory. This is the pioneering study that examines these relationships through the lens of social exchange theory. Moreover, most of the literature has analyzed the co-creation separately, i.e. either employees’ co-creation or customers’ co-creation. To understand the phenomenon of co-creation in depth it is believed that co-creation should be analyzed from both these aspects. Therefore, this study examined this phenomenon by including employees’ as well as customers’ co-creation for better understanding. Moreover, the group influence is examined in explaining the new service development through collective efficacy. Therefore, this study is unique in explaining the co-creation and new service development from various angles.

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Exploring the influence of ChatGPT on tourism behavior using the technology acceptance model

Solomovich,

Abraham

2024

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Purpose The present study’s aims are twofold: 1) to contribute to theory development by accounting for both personality and trust in the conceptualization of technology acceptance using the technology acceptance model (TAM) as the theoretical framework; and 2) to explore the influence of ChatGPT-integrated chatbots on tourism behavior. Design/methodology/approach The target population for this study was travelers who previously used technology (website/ app) to plan their holiday abroad. An online survey questionnaire created with Google Forms was distributed via a panel company (iPanel). A screening question was included to filter out respondents who have not previously used technological means to plan their holiday abroad. A panel company (iPanel) was hired to collect data from a convenience sample of 305 Israeli tourists who met the above criterion between August 22 and 27, 2023, and were at least 18. Findings A significant and positive relationship was observed between trust in ChaptGPT and perceived usefulness. Furthermore, a significant and positive association was observed between perceived ease of use and intentions to use ChatGPT-integrated chatbots to plan future holidays. Post hoc analyses suggest that perceived ease of use mediates the relationship between extraversion and trust, trust mediates the relationship between perceived ease of use and perceived usefulness and age moderates the relationship between perceived ease of use and behavioral intentions. Research limitations/implications Data was collected from a convenience sample of Israeli travelers. Hence, generalizations to other countries, nationalities and cultures should be treated carefully; the study is cross-sectional and thus represents respondents’ beliefs and behavioral intentions at a particular time; and the study is based on one of several theoretical frameworks that can be used to conceptualize behaviors associated with using AI by tourists. Practical implications The findings of the present study point to the importance of accounting for tourists’ personal factors, such as personality and age, in developing AI products in the tourism industry. chief executive officers and relevant shareholders would benefit from conducting market research to obtain insights into the factors that may enhance or hamper tourists’ adoption of AI-based technology for planning their holidays abroad. Originality/value Previous work falls short of accounting for personality traits and trust in a single model using the TAM framework. To the best of the authors’ knowledge, this is the first study empirically investigating tourism behavior related to ChatGPT based chatbots as a tool to plan future holidays abroad. Furthermore, the possible role of age as a moderating variable was overlooked in past research.

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Value co-creation and new product development success: the moderating effect of structural empowerment

Cited by 3 publications

References 73 publications

Human Factors, Innovation and Technology, and Cluster Strategies as Triggers of New Product Development

Human Factors, Innovation and Technology, and Cluster Strategies as Triggers of New Product Development

A social exchange theory perspective on efficacy, co-creation and successful new service development

Exploring the influence of ChatGPT on tourism behavior using the technology acceptance model

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