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Article
Publication date: 6 September 2018

Bijoylaxmi Sarmah, Shampy Kamboj and Jay Kandampully

Online information research on hotels is gradually emerging as a key area of research with the increasing use of social media as a platform for co-creative service…

Abstract

Purpose

Online information research on hotels is gradually emerging as a key area of research with the increasing use of social media as a platform for co-creative service innovation (CCSI). The purpose of this paper is to examine the relationships between the key drivers of co-creation intention in the social media context. Understanding relationships between key drivers of customers’ co-creation intention will prove valuable in advancing current knowledge about service innovation using social media. The key drivers examined in this study are – customer innovativeness, attitude toward CCSI on social media, subjective norms and perceived behavioral control. This knowledge will be of considerable value for its practical application in the hotel industry.

Design/methodology/approach

Data were collected from 346 hotel guests using survey method. Structural equation modeling with a bootstrapping estimation was used to analyze the data.

Findings

The results show that customer innovativeness, attitude toward CCSI on social media, subjective norm and perceived behavioral control positively influence both co-creation and adoption intention. Further, it was also found that co-creation intention mediates the relationship between its two driving factors, namely, customer innovativeness, attitude toward CCSI in social media and adoption intention.

Research limitations/implications

The findings provide theoretical implications for hospitality discipline. The findings also provide various strategies hospitality firms can use to co-create service innovation through the effective use of social media.

Originality/value

The relationships examined in the present study have not been tested previously; this is the first attempt of the kind. Thus, the associations established in this study form an important contribution to the existing body of knowledge in co-creation, service innovation and social media literature.

Details

Online Information Review, vol. 42 no. 7
Type: Research Article
ISSN: 1468-4527

Keywords

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Article
Publication date: 5 February 2018

Bijoylaxmi Sarmah and Zillur Rahman

With increased competition in service sector due to dynamic nature of customers’ taste and preferences, service providers have realized the importance of co-creating with…

Abstract

Purpose

With increased competition in service sector due to dynamic nature of customers’ taste and preferences, service providers have realized the importance of co-creating with customers across various stages of new service development. Co-creating with customers require a focused attention on the psychological variables that influence customers to participate in developing a new service. However, availability of scant literature creates difficulty in comprehending co-creative hotel service innovation practices, especially in developing country like India. The purpose of this paper is to explore the inter-relationships among the customer participation in hotel service innovation variables with the help of interpretive structural modeling (ISM) approach.

Design/methodology/approach

ISM approach is used to determine the direction of customer participation and categorization of psychological variables with their driving and dependence power. Identification of related variables was done through a review of literature initially and arrived at a common consensus through brainstorming sessions with academicians and hotel industry experts.

Findings

The results indicate that a few variables possess higher driving power that include: consumer innovativeness, customer participative behavior, customer socialization, willingness to co-create, role clarity, customer ability and their interlinking. Thus, the research contributes in the development of relationship among various identified variables of customer participation in service innovation (CPSI) using ISM.

Research limitations/implications

This study suggests that hoteliers should co-create with customers to develop new services by understanding their psychological variables that play a crucial role determining their active participation in new hotel service offerings.

Practical implications

This study suggests that hoteliers should co-create with customers to develop new services by understanding the enablers of customer participation in co-creative hotel service innovation. Hoteliers can have hierarchical map of their customers for co-creating at different stages of service innovation or can segregate the variables as per their driving and dependence power for enhanced applicability of the variables. Further, the observed inter-relationships among the CPSI variables can guide the managers in planning and implementing identified relationships for successful implementation of co-creative service innovation.

Originality/value

To the best of the authors’ knowledge this study is the first to provide an integrated model using ISM and Matrix Impact Cross-Reference Multiplication Applied to a Classification (MICMAC) analysis with a goal to identify and classify various key enablers of customer participation in co-creative hotel service innovation in India. The authors believe that this study will enhance the understanding of the psychological factors influencing customer-firm co-creative service innovation activities and help the academicians and industry practitioners to select right enablers for customer participation in co-creative hotel service innovation. Thus, this study will be the foundation for studying co-creative service innovation using the ISM and MICMAC approaches.

Details

Benchmarking: An International Journal, vol. 25 no. 1
Type: Research Article
ISSN: 1463-5771

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Article
Publication date: 7 August 2017

Bijoylaxmi Sarmah, Zillur Rahman and Shampy Kamboj

The purpose of this paper is to develop a conceptual framework to empirically examine and explain the antecedent factors of consumers’ adoption intention toward…

Abstract

Purpose

The purpose of this paper is to develop a conceptual framework to empirically examine and explain the antecedent factors of consumers’ adoption intention toward co-creatively developed new travel services using smart phone apps. The antecedents include consumer innovativeness, trust, degree of co-creation that results in positive adoption intention. In this study, tourists’ degree of co-creation acts as a mediator between trust and adoption intention.

Design/methodology/approach

Data were collected through online surveys from tourists that resulted into a total of 152 valid responses. An analysis of data was done by applying the confirmatory factor analysis along with structural equation modeling.

Findings

The findings of this study indicate that both consumer innovativeness and trust significantly affect adoption intention directly and indirectly via degree of co-creation among tourists and e-travel service providers. Degree of co-creation acts as a mediator between the above-mentioned relationships.

Research limitations/implications

Use of smart phone apps by tourists’ and e-travel companies to co-create new services and tourists’ adoption intention have been examined in context of co-created service innovation that limits the generalizability of the results to other industries. A few other limitations are also discussed.

Practical implications

The findings of this study guides the policy planners and e-travel company managers toward application of mobile technology in consumer co-creation in context of service innovation.

Originality/value

Tourists’ trust in the e-travel companies and their innovativeness were found to influence their degree of co-creation, which are instrumental in developing adoption intention toward co-creative new service innovation using smart phone apps in India. This is a significant addition to the existing literature, as studies on co-creation activities aiming to co-develop new services by tourists and e-travel companies in India are scant in number. In addition to this, the newly developed conceptual model also highlights the role of degree of co-creation as a mediator between two antecedents (trust and innovativeness) and outcome (tourists’ adoption intention), which are considered as new additions to the co-creative service innovation literature.

Details

International Journal of Culture, Tourism and Hospitality Research, vol. 11 no. 3
Type: Research Article
ISSN: 1750-6182

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Article
Publication date: 4 December 2017

Bijoylaxmi Sarmah, Shreekant Sharma and Shivam Gupta

Recent advances in information and communication technologies has driven emergence and expansion of the internet with decreased computing and communication costs and paved…

Abstract

Purpose

Recent advances in information and communication technologies has driven emergence and expansion of the internet with decreased computing and communication costs and paved the way for exploring, creating and delivering value to the stakeholders through e-business adoption by the hotel service providers. Keeping this context in mind, this study aims to develop a conceptual model to investigate the antecedent factors of e-business adoption intention among the owners/managers of Indian micro, small and medium hotel enterprises and empirically validates it.

Design/methodology/approach

Data were gathered from micro, small and medium hotel owners/managers with the help online survey method that resulted into 116 usable questionnaires. Structural equation modeling technique was applied to examine the appropriateness of the hypotheses.

Findings

Findings reveal that attitude toward e-business, subjective norm and perceived behavioral control positively influences e-business adoption intention among the owners/managers of micro, small and medium hotel enterprises in India.

Research limitations/implications

The context of this study is micro, small and medium hotel enterprises in India only and thereby limits the generalizability of results to other industry and country context.

Practical implications

This study offers theoretical and managerial implications to be applied by academicians and micro, small and medium enterprise owners/managers for e-business adoption in Indian hotel industry.

Originality value

This study can be considered as an extension of the study of Crespo and del Bosque (2008) in which they applied the theory of planned behavior to understand the psychological factors that determine e-business adoption among the managers and, thereby, contribute the existing literature, as empirical studies on e-business adoption intention by micro, small and medium hotel enterprises are scantly available.

Details

International Journal of Innovation Science, vol. 9 no. 4
Type: Research Article
ISSN: 1757-2223

Keywords

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Article
Publication date: 9 October 2017

Bijoylaxmi Sarmah, Shampy Kamboj and Zillur Rahman

The purpose of this study is to extend and revise the basic technology-based service (TBS) adoption model in luxury hotels in India using smart phone apps, and to analyse…

Abstract

Purpose

The purpose of this study is to extend and revise the basic technology-based service (TBS) adoption model in luxury hotels in India using smart phone apps, and to analyse the impact of the guests’ innovativeness, willingness to co-create, need for interaction and involvement on their adoption intention towards co-creatively developed new services.

Design/methodology/approach

Data were collected through online and field surveys from luxury hotel guests, resulting into 229 valid responses. A data analysis was done by applying the confirmatory factor analysis along with structure equation modelling.

Findings

The findings of this study indicate that both guests’ innovativeness and need for interaction with service staff significantly affect their involvement. A guest’s willingness to co-create acts as a partial mediator between his/her innovativeness and intention to adopt co-creatively developed new services.

Research limitations/implications

Use of smart phone apps by hotel guests to co-create new services and their intentions to adopt such services have been examined in the context of luxury hotels in India only and thereby limits generalization of results to other industry and country contexts.

Practical implications

The findings of this study would look to guide policy planners and hotel managers for implementing technology application in the co-creative hotel service innovation.

Originality/value

The need for interaction and customer involvement have been added as two supportive variables to the basic TBS model to analyse the adoption intention of luxury hotel guests. This is a new addition to existing literature, as majority of empirical studies in this field are from industries other than hospitality and with differing contexts.

Details

International Journal of Contemporary Hospitality Management, vol. 29 no. 10
Type: Research Article
ISSN: 0959-6119

Keywords

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Article
Publication date: 6 February 2018

Shampy Kamboj and Bijoylaxmi Sarmah

The purpose of this paper is to construct and validate customer social participation (CSP) scale in the context of brand communities on social media.

Abstract

Purpose

The purpose of this paper is to construct and validate customer social participation (CSP) scale in the context of brand communities on social media.

Design/methodology/approach

In this study, various tests for reliability and validity have been performed to confirm scale structure. Data were collected using survey method from the student and non-student sample.

Findings

The results confirm a multi-dimensional scale with nine items for measuring customer participation in social media brand communities.

Research limitations/implications

The results of this study present several implications for online brand communities managers and are likely to support future research in the context of social media brand communities.

Originality/value

This paper is the first to develop a multi-dimensional scale of customer participation in social media brand communities. This is a new addition to existing literature, as the majority of empirical studies in this field are from participation other than CSP, and contexts different from social media brand communities.

Details

Internet Research, vol. 28 no. 1
Type: Research Article
ISSN: 1066-2243

Keywords

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