Abstract
Purpose: This study aims to develop a framework to explain the reciprocity of the value co-creation process in mobile hotel booking context and to clarify values for customer and supplier. Design/methodology/approach: A research framework was developed based on the previous literature to derive insights on value co-creation process. Online surveys were conducted among mobile hotel bookers in China. Confirmatory factor analysis and structural equation modeling were used to test the proposed framework. Findings: The findings suggested that suppliers should improve the values for customers (functionality, usability and perceived value) to achieve values for themselves [customer lifetime value (CLV), customer knowledge value (CKV), customer referral value (CRV) and customer influencer value (CIV)]. The relation between satisfaction and CLV was moderated by the CIV from other customers. Practical implications: Suppliers should enhance customer value from the aspects of functionality, usability and perceived value to earn a competitive advantage. Moreover, for suppliers, non-transactional values such as other CIV play an increasingly critical role apart from economic value for development. Originality/value: This study not only added empirical analysis on value co-creation in m-Tourism but also extended the current literature by validating a research model which integrates website evaluation research with Kumar et al. (2010)’s customer engagement value framework. Instead of serving as a mediator, mobile app was regarded as one of the indispensable actors involved in value co-creation.
Original language | English |
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Pages (from-to) | 2056-2074 |
Number of pages | 19 |
Journal | International Journal of Contemporary Hospitality Management |
Volume | 30 |
Issue number | 4 |
DOIs | |
Publication status | Published - 1 Jan 2018 |
Keywords
- China
- e-Tourism
- Hotel booking
- Mobile app
- Service-dominant logic
- Value co-creation
ASJC Scopus subject areas
- Tourism, Leisure and Hospitality Management