Search results

The purpose of this paper is to test what experience value factors are required to constitute customer value co-creation behavior.

The authors collected the opinions of 395 customers who had hospital experience in the last one year and the value they perceived from these experiences through random sampling. In addition, they tested the effect of the value perceived by the customers from these experiences on the customer value co-creation behavior with the partial least structural equation modeling (PLS-SEM) model using Smart PLS 3 software.

The measurements had strong reliability and validity. In addition, PLS-SEM results showed that customer experience value had a positive and significant effect on customer value co-creation behavior. The results of the study have revealed that creating the perception of customer experience value is an important determinant of customer value co-creation behavior (customer citizenship behavior and customer participation behavior) in hospitals.

The limitation of the study is that the study was conducted only in public hospitals. The application was carried out in only one city and two public hospitals.

It was concluded that customer experience value is the key factor for co-creation value in hospitals.

Achieving co-creation value is considered a key element in the success and competitive advantage of hospitals. In the study, it was seen that the perception of customer experience value is very important in the success of the companies. It is predicted that these results will make significant contributions to firm managers in the design of hospital journeys of customers, service improvement and service excellence efforts.

The purpose of this research is to develop a scale for measuring customer value co-creation attitude (CVCCA).

Scale development procedures are used for item generation, item purification and validation. Two studies are conducted. In Study 1, exploratory and confirmatory factor analysis is used to generate and confirm the factorial structure of the CVCCA construct. Study 2 validates the scale on a large field sample.

The study develops a new scale for measuring CVCCA. Results suggest that CVCCA is a higher-order construct comprising three dimensions: interaction attitude, knowledge sharing attitude and responsive attitude. Additionally, experiential value significantly predicts CVCCA, which subsequently leads to customer value co-creation behaviour confirming nomological validity of the scale.

The CVCCA scale should be of interest for researchers in exploring factors and outcomes of CVCCA. The scale is useful to managers who are interested in measuring their customers’ co-creation of value attitude and their willingness to engage in value co-creation behaviour.

This is the first scale using the service logic of marketing lens. The scale is found to be a valid and reliable tool to measure customer attitude to engage in value co-creation.

This study aims to investigate the relationships between sponsorship disclosure, influencer type and audience value co-creation behaviour in influencer marketing.

This study explores audience value co-creation behaviour in influencer marketing through sponsorship disclosure and influencer type using a 3 (sponsorship disclosure: explicit vs implicit vs no disclosure) × 3 (influencer type: micro vs meso vs macro) factorial between-subjects design.

This study finds that the influence of explicit disclosure on audience value co-creation behaviour (participation behaviour and citizenship behaviour) is greater than when that information is either implied or not disclosed. Likewise, the influence of macro-influencers on audience participation behaviour is higher than that of micro-influencers and meso-influencers. The findings also show that the interaction effect between influencer type and sponsorship disclosure significantly impacts audience participation behaviour.

This study introduces value co-creation behaviour into influencer marketing and expands research on sponsorship disclosure and influencer type. The study further enriches the value co-creation behaviour antecedent research in influencer marketing.

This study aims to determine the possible role of servant leadership (SL) in meliorating critical issues in the contemporary hospitality industry by synthesizing literature on SL, examining benefits and deriving future research propositions.

A systematic literature review of SL in hospitality was conducted to analyze, categorize and synthesize the state of research. A nomological framework of SL in hospitality was created, and research gaps were identified. Future directions and propositions were derived to investigate the antecedents of SL by applying the person-situation theoretical approach, and second, to address contemporary challenges in the industry.

SL theory in hospitality is examined across various themes with focus on outcome effects related to firm performance, and across different cultures, with observed dominance in Asia. All analyses demonstrate the positive effects on employers and firms and thus confirm the relevance of adopting SL in hospitality. A notable gap in hospitality research is the lack of empirical investigation of SL antecedents. Such an investigation is crucial in promoting related behaviors.

This study identifies the benefits of SL, especially in addressing contemporary issues, such as sustainability, talent shortage, competition, growing demand for experience and retention of hospitality graduates. Recommendations are elaborated for hospitality educators and industry managers to revise leadership practices.

This study is the first to review SL in hospitality and determine its role in ameliorating critical issues in the field.

This paper aims to investigate the impact of external stakeholders-related corporate social responsibility (CSR) activities (local community and suppliers) on customer value co-creation behavior. This study also aims to examine the mediating role of relationship marketing orientation (RMO) on the relationship of CSR activities and customer value co-creation behavior.

The main problem of dichotomy between customers and the management was existing in banking sector so that’s why through purposive sampling, banking customers were selected for data collection through a self-administered questionnaire. Structural equation modeling was used to test the proposed hypotheses.

The present study found that both local community-related and supplier-related CSR activities have a positive impact on customer value co-creation behavior. Relationship marketing orientation mediates between the link of CSR activities and customer value co-creation behavior. The strength of RMO in CSR supplier and customer value co-creation behavior is found to be more dominant.

This study is restricted to one country under-investigation; therefore, it can be replicated with a larger and more geographically diverse sample.

This study offers insights to the banking sector that local community-related CSR activities contribute to the value co-creation behavior and minimize the social problems of Pakistan.

The findings of this study highlight that top management of banks can enhance the customer’s participation in services by using valuable CSR activities. The results imply the importance of interactions between the recipient of services and service providers. Stakeholder theory has previously been applied to examine stakeholders’ value maximization; this study uses stakeholder theory to examine shareholders’ value co-creation.

Este estudio investiga el impacto de las actividades de responsabilidad social corporativa (RSC) relacionadas con las partes interesadas externas (comunidad local y proveedores) en el comportamiento de co-creación del valor del cliente. Este estudio también tiene como objetivo examinar el papel mediador de la orientación del marketing relacional (OMR) en la relación de las actividades de responsabilidad social corporativa y el comportamiento de co-creación del valor del cliente.

El principal problema de dicotomía entre los clientes y la gerencia existía en el sector bancario, por lo que a través de un muestreo intencional, los clientes bancarios fueron seleccionados para la recolección de datos a través de un cuestionario auto-administrado. Con el fin de verificar las hipótesis propuestas, se empleó un modelo de ecuaciones estructurales.

El presente estudio encontró que tanto las actividades de RSC relacionadas con la comunidad local como las relacionadas con los proveedores tienen un impacto positivo en el comportamiento de co-creación del valor del cliente. La orientación del marketing relacional media entre el vínculo de las actividades de responsabilidad social corporativa y el comportamiento de co-creación del valor del cliente. La fuerza de la OMR en el comportamiento de co-creación del valor del cliente y el proveedor de RSC se encontró que era más dominante.

Este estudio se limita a un único país, por lo tanto, podría ser replicado con una muestra más amplia y con mayor diversidad geográfica.

Este estudio ofrece información al sector bancario de que las actividades de RSE relacionadas con la comunidad local contribuyen al comportamiento de co-creación de valor y minimizan los problemas sociales de Pakistán.

Los resultados de este estudio ofrecen a la alta dirección de los bancos la posibilidad de mejorar la participación de los clientes en los servicios mediante la utilización de valiosas actividades de RSC. Los resultados implican la importancia de las interacciones entre el receptor de los servicios y los proveedores de servicios. La teoría de las partes interesadas se ha aplicado anteriormente para examinar la maximización del valor de las partes interesadas; este estudio utiliza la teoría de las partes interesadas para examinar la co-creación de valor de los accionistas.

The purpose of this paper is to investigate the effect of gamification design elements of virtual corporate social responsibility (CSR) game on customers’ continuance intention to participate in social value co-creation and the mediation effect of psychological benefit.

Three scenario simulation experiments of the between-subjects design were conducted to examine the influencing mechanism of reward mechanism of virtual CSR game on customers’ continuance intention to participate in social value co-creation.

The findings indicated that: there are significant differences between the effect of behavior-based reward and result-based reward on customers’ continuance intention to participate in social value co-creation; the psychological benefit plays a moderating role between game reward mechanism and customers’ intention to continuously participate in social value co-creation; the game narrative mode plays a moderating role in the influence of game reward mechanism on customers’ intention to continuously participate in social value co-creation; the background for game placement moderates the interactions of game narrative mode and game reward mechanism on customers’ continuance intention to participate in social value co-creation, namely there is significant interaction of gamification design elements on psychological benefit and customers’ continuance intention to participate in social value co-creation.

This research has the following limitations. First, restricted by research conditions, the game scene, as the experiment material, can only be exposed to the participants in the form of text, thus customers’ psychological benefit (especially the entertainment experience) may be affected. Second, theoretical argument and literature support were not enough when the authors put forward the research hypotheses, due to the lack of research on the application of gamification in the CSR field. Third, considering the complexity, the authors took the psychological benefit as a unidimensional variable, in this research; it may be funnier to divide it into three variables. Finally, because the game design elements form into a virtual customer environment that jointly influences customers’ psychological benefit, the method of qualitative comparative analysis can be considered in future research.

It provides insights for marketers on the planning and design of a CSR strategy. The conclusions of this research have a certain guiding significance to the formulation of CSR strategy and the practice of social value co-creation. First, enterprises can apply gamification to the design of virtual CSR projects to promote customers’ continuance intention to participate in social value co-creation. Second, on the consideration of customers’ psychological benefit, enterprises should reasonably match such game design elements as game placement background, game narrative mode and game reward mechanism, when designing a virtual CSR game, so as to promote customers continuously participating in a virtual CSR project.

Virtual CSR projects are in fact the activities that enterprise co-create social value with their stakeholders. So, the research on customers’ continuous participation in virtual CSR projects is helpful for increasing social welfare.

This study confirms the effect of reward mechanism of a virtual CSR game on customers’ continuance intention to participate in social value co-creation from the perspective of customer psychological benefit. It also provides insights for marketers on the planning and design of a CSR strategy.

Understanding customers’ expertise for better service co-creation is of great importance. To be an effective co-creator, customers need to have much more knowledge than a basic literacy, which is appropriate for passive service consumption. This paper aims to propose the concept of customer service co-creation literacy (SCL) to capture not only the basic expertise but also the expertise for active service co-creation. This study then investigates how SCL can be cultivated and how it facilitates customer co-creation behavior, which subsequently leads to enhanced value.

A conceptual model was developed and tested in the health-care service context using a sample of 310 patients. CB-SEM/AMOS software package was used for data analysis.

SCL has different impacts on three components of co-creation behavior, which in turn influence the service value differently. SCL not only solely facilitates co-creation behavior but also directly increases customer value. SCL can be cultivated by social support and frontline employee interaction.

The findings offer managerial and societal implications for cognitive interventions to develop customers’ SCL, which is aligned to customers’ needed literacy for co-creation and well-being.

The newly proposed concept of SCL is shown to be more appropriate in research adopting the service-dominant logic. Its importance as one type of customer operant resource for value co-creation is underscored. Findings also uncover how other actors indirectly contribute to customers’ value co-creation via developing their SCL resources.

The purpose of this paper is to identify antecedents and consequences of customers’ value co-creation behaviour (VCB). VCB as a means to facilitate value realisation processes is gaining importance in service research and practice. Encouraging such enactments can be challenging, but can also offer competitive advantages.

We empirically investigate a conceptual model by converging three contemporary concepts of co-creation research – embeddedness, VCB and value-in-context – and examining the interdependencies between them. Data were collected in an online forum of a leading international weight-management firm.

Results suggest that customers’ embeddedness is a key antecedent of customers’ VCB in a service system. The three embeddedness dimensions – structural, relational and cultural – have a differential impact on customers’ VCB. Furthermore, findings illustrate that customers’ VCB has a significant impact on their object-oriented, self-oriented and brand-oriented social value-in-context outcomes.

This study contributes by empirically investigating and validating antecedents and consequences of VCB in a service system. In doing so, the study highlights the significance of the nature of customer’s social constellations to develop contexts where value outcomes are actualised. Understanding the factors that shape VCB offers insights for firms to recognise how and where value propositions can be deployed that drives on-going co-creation processes.

This study is the first empirical research to offer insights into important pre-conditions and subsequent outcomes concurrently to illustrate how customers’ VCB can be managed and nurtured for sustainable value co-creation processes within service systems. This research further advances mid-range theorizing and microfoundational perspectives in marketing.

The purpose of the study is to examine the effect of value co-destruction on customer citizenship and negative electronic word of mouth (e-WOM) behaviors. In addition, the study aims to determine the mediating role of tourist citizenship between value co-destruction and negative e-WOM behaviors.

By using a convenience sampling method, data were collected from 704 customers, who purchased their touristic products through co-creation. The exploratory and confirmatory factor analyses were applied to the data obtained to determine the factors that make up the dimensions in the research model. The partial least squares-structural equation modeling (PLS-SEM) was used to evaluate the relationship in the research model proposed in the study.

The results of the study indicated that value co-destruction had an effect on customer citizenship behavior and negative e-WOM. While the helping behavior of customer citizenship had an effect on negative e-WOM, the advocacy behavior of customer citizenship had no effect on negative e-WOM. However, this study found only an indirect mediation effect of helping behavior in the relationship between value co-destruction and negative e-WOM.

The research examined the antecedent behaviors that cause value co-destruction and the effects of these behaviors on the outcomes of the holiday experience. This information then was combined in a model and evaluated in a holistic framework. Theoretically, the research helps us understand the impact of value co-destruction behavior on citizenship behavior and on tourists’ negative e-WOM tendency. The research examines value co-destruction behavior and its effect on holiday-experience outcomes simultaneously.

The research provides a framework that tourism enterprises can use to produce and offer value-attributing services for their customers and to manage dysfunctional and disruptive business processes and behaviors to reduce value co-destruction. The research also provides a new way for practitioners in the tourism sector to understand and generalize the behavioral changes of tourists caused by value co-destruction during and after their experience.

The paper contributes to an understanding of value co-destruction antecedents and outputs from the customer perspective. Further, the research provides information to tourism businesses to effectively and efficiently manage the value co-creation process and prevent value co-destruction. The findings of the study will provide useful suggestions that will contribute to researchers and sectoral representatives.

价值共毁和负面的电子口碑行为：游客公民身份的中介作用

摘要

本论文研究价值共毁对于顾客公民行为和负面网络口碑行为的影响。此外, 本论文还将指明游客公民行为在价值共毁与负面网络口碑行为的中介作用。

本论文采用便利抽样法, 研究样本为704名顾客, 他们曾通过价值共创过程来购买旅游产品。本论文使用了探索性数据分析和验证性数据分析法, 以分析研究模型中的各种变量和维度。通过偏最小平方-方程结构模型(PLS-SEM)数据分析, 本论文验证了研究模型中的各种假设变量关系。

本论文研究结果表明, 价值共毁对顾客公民行为和负面网络口碑行为有显着影响。顾客公民行为中的帮助行为对负面网络口碑行为有显着影响, 然而, 顾客公民行为中的拥护行为并未对负面口碑传播行为有显着影响。此外, 本论文发现了一条中介因子的间接效应：帮助行为对于价值共毁和负面网络口碑行为之间的中介效应。

本论文从顾客角度, 解释了价值共毁的前因后果。此外, 本论文研究结果建议旅游业如何有效率和效能地管理价值共创过程, 防止价值共毁情况出现。本论文研究结果还为其他研究学者和行业代表提供了有用的建议。

本论文研究了价值共创的影响因素, 以及其对于度假体验的影响。本论文创立了一个整体研究模型, 概括了价值共创的前因后果, 并且提供了模型实证结果。理论上, 本论文帮助认知了价值共毁行为对于公民行为和游客负面网络口碑意愿的影响。本论文研究了价值共毁行为, 以及同时其对于度假体验的影响。

本论文中的模型可作为商业模型, 供旅游企业使用, 以向其顾客提供高价值服务, 同时能够管理失效和破坏性的商业服务流程和行为, 以减少价值共毁。本论文还为旅游行业人士提供了一条新思路, 以了解和总结在旅游度假中和度假后的价值共毁所造成的游客行为的种种改变。

本论文有几项限制以供未来研究考虑。本论文的样本为曾通过价值共创以购买旅游体验的顾客。因此, 本论文结果可能无法适用于其他类型的游客。本论文还只从需求方面来研究价值共毁。此外, 本论文提供了一些初级验证结果, 解释了旅游业中的价值共毁行为的前因后果, 未来研究应该拓展这个研究, 加入其他因素, 管理价值共毁和价值共毁的后果, 避免企业受到价值共毁的影响。

Co-destrucción de valor y comportamiento negativo de e-wom: el papel mediador de la ciudadanía de los turistas

Resumen

La investigación ha examinado el efecto de la destrucción conjunta de valor en la ciudadanía del cliente y en los comportamientos negativos de e-WOM. Además, la investigación tuvo como objetivo determinar el papel mediador de la ciudadanía turística entre la co-destrucción de valor y los comportamientos negativos de e-WOM.

Utilizando un método de muestreo por conveniencia, se recopilaron datos de 704 clientes que compraron sus productos turísticos a través de un proceso de cocreación. Se aplicaron análisis factoriales exploratorios y confirmatorios a los datos para determinar los factores que componen las dimensiones en el modelo de investigación. Se utilizó el modelo de ecuaciones estructurales de mínimos cuadrados parciales (PLS-SEM) para evaluar la relación en el modelo de investigación propuesto en la investigación.

Los resultados de la investigación indicaron que la co-destrucción de valor afectó el comportamiento de ciudadanía del cliente y el e-WOM negativo. Mientras que el comportamiento de ayuda de la ciudadanía del cliente afectó al e-WOM negativo, el comportamiento de defensa de la ciudadanía del cliente no afectó al e-WOM negativo. La investigación, sin embargo, encontró un efecto de mediación solo indirecto: un comportamiento de ayuda en la relación entre la co-destrucción de valor y el e-WOM negativo.

El documento ayuda a explicar los antecedentes y los resultados de la co-destrucción de valor desde la perspectiva del cliente. Además, su información puede permitir a las empresas turísticas gestionar de forma eficaz y eficiente el proceso de creación conjunta de valor y evitar la destrucción conjunta de valor. Los datos de la investigación también proporcionarán sugerencias útiles a otros investigadores y representantes del sector.

La investigación ha examinado los comportamientos antecedentes que causan la destrucción conjunta de valores y los efectos de estos comportamientos en los resultados de la experiencia vacacional. Esta información luego se combinó en un modelo y se evaluó en un marco holístico. Teóricamente, la investigación nos ayuda a comprender el impacto del comportamiento de co-destrucción de valor en el comportamiento de la ciudadanía y en la tendencia negativa de e-WOM de los turistas. La investigación examina el comportamiento de co-destrucción de valor y su efecto en los resultados de la experiencia vacacional simultáneamente.

La investigación proporciona un marco que las empresas turísticas pueden usar para producir y ofrecer servicios que atribuyan valor a sus clientes y para gestionar procesos y comportamientos comerciales disfuncionales y disruptivos para reducir la co-destrucción de valor. La investigación también proporciona una nueva forma para que los profesionales del sector turístico comprendan y generalicen los cambios de comportamiento de los turistas causados por la destrucción conjunta de valor durante y después de su experiencia.

Esta investigación tiene varias limitaciones que podrían sugerir direcciones para investigaciones futuras. Se seleccionó como escenario de investigación a los clientes que compran experiencias turísticas a través de un proceso de co-creación. Por esta razón, los resultados de esta investigación podrían no aplicarse a otros turistas. Esta investigación también examinó la co-destrucción de valor solo desde el lado de la demanda. Además, la investigación proporcionó evidencia preliminar sobre las premisas y los resultados de los comportamientos de co-destrucción de valor en el contexto del turismo. Además, la investigación futura podría intentar ampliar el presente trabajo mediante la identificación de factores adicionales que pueden gestionar la destrucción conjunta de valor y otros resultados de la destrucción conjunta de valor para las empresas.

Service-dominant logic perspective underscores the role of customers as value co-creators for an organization. The purpose of this paper is to build the understanding of how HR flexibility contributes to customer value co-creation behavior through mediating roles of employees’ role breadth self-efficacy and customer-organization identification and also to assess the interaction between CSR and role breadth self-efficacy in predicting customer-organization identification, leading to a higher level of customer value co-creation behavior.

Responses to the questionnaire survey came from 214 managers and 427 sales employees from 62 software companies, and 427 purchase managers of their customer companies in Vietnam context.

Research findings confirmed the path from HR flexibility to customer value co-creation behavior through the mediating mechanisms of role breadth self-efficacy and customer-organization identification. The research data also provided evidence for the role of CSR in enhancing the effect of employees’ role breadth self-efficacy on customer-organization identification.

The novel relationship between HR flexibility and customer value co-creation behavior extends both HRM and service-dominant logic literature. The moderation mechanism of CSR for that relationship further converges CSR into HRM research stream.