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Consumers’ underlying motives to co-create value are important when determining their willingness to engage in co-creation activities. However, the importance of their motives may vary according to different service contexts. The purpose of this paper is to contribute to the value co-creation research by investigating how the service contexts shape consumers’ motives to co-create.

This paper is based on a survey of 284 consumers. By focusing on professional vs generic services (context), based on differences in knowledge intensity and workforce professionalism, the paper pinpoints the contextual nature of consumer motives to co-create.

The results show that in professional services consumers are positively influenced to co-create by developmental motives, whereas empowerment motives have a negative impact. In turn, the positive effects of individualizing and relating motives are predominant in generic services. Willingness to co-create is a strong determinant of intended co-creation behaviors, regardless of the service type.

This study clearly shows the contextual nature of motives to co-create value, thereby questioning the generalizability of single-context studies.

This is the first paper to compare consumer motives to co-create across different service contexts.

The aim of this study is to empirically test the link between employee ambidexterity and two supportive organizational cultures, namely, a perceived culture of empowerment and a knowledge-sharing culture. Furthermore, the paper addresses the mechanisms through which these supportive organizational cultures work to enable employees to engage in ambidextrous behaviour. Specifically, the role of intrinsic motivation is investigated.

Data were obtained from 136 managers employed in the five main Belgian service sectors.

The findings indicate that a perceived culture of empowerment is positively related to intrinsic motivation, which in turn facilitates employee ambidexterity. Also, a moderating effect of extrinsic motivation on employee ambidextrous behaviour is found. At the same time, a perceived knowledge-sharing culture is having no effect on ambidexterity or intrinsic motivation.

Insights into the roles of individuals in achieving ambidexterity help to advance the theoretical understanding of how a supportive organizational context may enhance employee ambidexterity.

Despite the growing body of research on antecedents of ambidexterity, there is still lack of thorough understanding of how a supportive organizational context may enhance employee ambidexterity and the roles of individuals in achieving ambidexterity. This is one of the first studies that investigate these factors in relation to individual level ambidexterity (as opposed to organization level ambidexterity).

The purpose of this paper is to provide insights into the benefits of data‐driven services marketing and provide a conceptual framework for how to link traditional and new sources of customer data and their metrics. Linking data and metrics to strategic and tactical business insights and integrating a variety of metrics into a forward‐looking dashboard to measure marketing ROI and guide future marketing spend is explored.

A detailed synthesis of the literature is conducted and contemporary sources of marketing data are categorized into traditional, digital and neurophysiological. The benefits and drawbacks of each data type are described and advantages of integrating different sources of data are proposed.

The findings point to the importance and untapped potential of data in its ability to inform tactical and strategic marketing decisions. Future challenges, including top management support, ethical considerations and developing data and analytic capabilities, are discussed.

The results demonstrate the need for executive service marketing dashboards that include key metrics that are service‐relevant, complementary and forward‐looking, with proven linkages to business outcomes.

This paper provides a synthesis of data‐driven services marketing and the value of traditional and contemporary metrics. Since the true potential of data‐driven service management in a connected world is still largely unexplored, this paper also delineates fruitful avenues for future research.

The different dimensions and contexts within which value is co-created has generated varied views of how value is understood or formed. This study aims to examine employee-guest perceived value as important factors for the successful implementation of value co-creation (VCC).

The study employs an interpretive paradigm, using in-depth interviews, focus group discussions and participant observation in a qualitative design to increase understanding of employee-guest perceived value to aid the implementation of VCC at the dyadic level.

Findings highlight eight value perceptions including value for money, hotel location, physical evidence, mutual respect, appreciation, safety & security, quality & varieties of food and technological characteristics of service as important factors for the successful implementation of VCC at the dyadic level.

Generalisability of the findings is a limitation not only due to the smaller sample size but also due to industry-specific context. The study follows rigorous procedures to minimise biases, yet research limitation is acknowledged from the researcher’s participation in the research process.

The notion that actor’s assess value differently from the same service suggests that diverse service elements might be experienced differently. This study provides insights for hotel managers to recognise not only individuals’ value preferences but also service types that reflect employee-guest collective service preferences for sustainability.

This study integrates and extends extant literature by examining employees’ and guests’ individual and collective views at distinct hotel contexts to gain useful insights into value and VCC. The study proposes a framework that hospitality firms can use to address service failure and competition-related issues.

This study aims to investigate the drivers that motivate employees and guests' hotel service participation to understand how that can influence the implementation of Value Co-Creation (VCC) in sub-Saharan African context.

Using an interpretive paradigm, the study draws on 32 in-depth interviews, 6 focus group discussions involving 32 participants and participant observation field notes. Data were analysed using thematic analysis.

The study unravels nine motives that drive employee–guest VCC participation: passion, relationship, belongingness, shared and enhanced experiences, satisfaction, reputation development, openness, communication and rewards.

This exploratory, cross-sectional study was undertaken in hotels within sub-Saharan Africa. Thus, findings cannot be generalised. However, it provides an opportunity for future quantitative approaches within different contexts involving other stakeholders.

Considering the numerous challenges from COVID-19 pandemic on the service industry, hotel managers might want to use the findings to not only formulate policies that support employee–guest co-creation for service improvement and survival but also introduce enhanced innovative service practices that deliver on employee and guest service expectations for retention. The findings encourage hotel managers to identify employee and guest context-specific motivations to be able to match with value-driven service activities, aimed at attracting positive behaviours to better respond to the numerous COVID-19-related challenges.

This work adds to the VCC literature by investigating the collective and individual drivers at the employee and guest dyadic level within sub-Saharan African hotel context. The authors propose a comprehensive model to guide the successful implementation of employee–guest VCC.