 Customer co-creation of travel services: The role of company support and customer satisfaction with the co-creation performanceUrsula S. Grissemann and Nicola E. Stokburger-Sauer Tourism Management, 2012, vol. 33, issue 6, 1483-1492 Abstract: The tourism industry is characterized by high-contact services in which co-creation of customers plays a major role. This paper develops a conceptual model of customer co-creation of tourism services and empirically tests this model in a travel agency context. Applying a SEM-approach, company support for customers is found to significantly affect the degree of customer co-creation. The degree of co-creation further positively affects customer satisfaction with the service company, customer loyalty, and service expenditures. A test of the moderating effect of the customers' satisfaction with their own co-creation performance on satisfaction with the service company and on service expenditures suggests that those customers who are satisfied with their co-creation activities spend more on their travel arrangements, but that they are less satisfied with the company. Important implications for co-creation theory and practice in high-contact service industries can be derived. Keywords: Co-creation; Company support; Customer service expenditures; Customer satisfaction; Customer loyalty (search for similar items in EconPapers) Downloads: (external link) Related works: Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text Persistent link: https://EconPapers.repec.org/RePEc:eee:touman:v:33:y:2012:i:6:p:1483-1492 DOI: 10.1016/j.tourman.2012.02.002 Access Statistics for this article Tourism Management is currently edited by Chris Ryan More articles in Tourism Management from Elsevier |
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