Hospitality Employee and Customer Role in Value Co-Creation: Personal, Organizational and Collaborative Outcomes
International Journal of Hospitality Management
First page number:
Last page number:
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.
Value co-creation; Well-being; Service advantage; Satisfaction; Role theory; Resources
Business | Hospitality Administration and Management
Shulga, L. V.,
Busser, J. A.
Hospitality Employee and Customer Role in Value Co-Creation: Personal, Organizational and Collaborative Outcomes.
International Journal of Hospitality Management, 91