Title

Hospitality Employee and Customer Role in Value Co-Creation: Personal, Organizational and Collaborative Outcomes

Document Type

Article

Publication Date

9-26-2020

Publication Title

International Journal of Hospitality Management

Volume

91

First page number:

1

Last page number:

12

Abstract

With the growing frequency and importance of peer-to-peer service exchanges, the role of front-line employees for traditional hospitality service providers is changing. This study is the first to examine differences in value co-creation appraisal between front-line employees and customers. Respondents (N = 720) were equally assigned to either an employee or customer role and performed that role for four different online co-creation scenarios based on destination resort context: co-innovation, co-creation of marketing, co-production, and co-recovery. The results of between-within online experimental design were analysed using repeated measures ANOVA and PLS-SEM. Co-created value was appraised significantly higher by employees and positively affected well-being, satisfaction, and competitive advantage for both employees and customers. Co-created value served as a mediator between the four types of co-creation and outcomes only for customers. The study contributes to understanding roles as knowledge-based resources in value co-creation and provides practical implications for successful value co-creation in hospitality.

Keywords

Value co-creation; Well-being; Service advantage; Satisfaction; Role theory; Resources

Disciplines

Business | Hospitality Administration and Management

Language

English

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