Engaging Customers in Value Co-Creation Through Mobile Instant Messaging in the Tourism and Hospitality Industry

Sut Ieng Lei, Shun Ye, Dan Wang, Rob Law

Research output: Journal article publicationJournal articleAcademic researchpeer-review

13 Citations (Scopus)


Tourism and hospitality service providers have been seeking ways to engage customers in the value creation process to deliver personalized experiences. Such practices have been facilitated by the rapid development of information communication technology. Extant research on online customer engagement focuses mostly on computer-based platforms. Mobile instant messaging (IM) has rarely been explored despite its substantial potential for firm–customer interactions. On the basis of service–dominant logic and computer-mediated communication theories, this study examines customers’ perceived co-creation experience facilitated by mobile IM. It empirically tests the influencing factors and effects of such co-creation experience. The findings extend the theoretical framework of value co-creation to a context mediated by mobile IM. Managerial suggestions are provided for tourism and hospitality organizations.

Original languageEnglish
JournalJournal of Hospitality and Tourism Research
Publication statusAccepted/In press - 1 Jan 2019


  • computer-mediated communication
  • mobile instant messaging
  • online customer engagement
  • service–dominant logic
  • value co-creation experience

ASJC Scopus subject areas

  • Education
  • Tourism, Leisure and Hospitality Management

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