Customer Acceptance of Four Types of Hospitality Value Propositions

Document Type

Article

Publication Date

10-1-2019

Publication Title

International Journal of Hospitality Management

First page number:

1

Last page number:

11

Abstract

Although how successful hospitality companies create value propositions has received some interest, how and why customers accept value propositions remains largely unknown. Grounded in theory of acceptance and service-dominant logic, this study examined consumers’ psychological mechanism of acceptance of value propositions at different points of exchange, and investigated the impact of value propositions acceptance on customers’ well-being and perceptions of service advantage. Online respondents (N = 180) assessed four hospitality value propositions: innovation, marketing, production, and recovery. Repeated-measures ANOVA and PROCESS Model analyses revealed that customers accepted value propositions cognitively, emotionally, normatively, and behaviorally, positively influencing subjective well-being and perceptions of firm’s service advantage. Service production and recovery value propositions had higher acceptance compared to innovation and marketing. This study is the first to empirically illustrate the complex process of customer value proposition acceptance and the effects on personal and organizational outcomes. Theoretical and practical implications are provided.

Keywords

Value propositions; Theory of acceptance; Well-being; Competitive service advantage; Service-dominant logic

Disciplines

Hospitality Administration and Management

Language

English

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