Value co-creation and customer citizenship behavior

Ioannis Assiouras, George Skourtis, Antonios Giannopoulos, Dimitrios Buhalis and Michalis Koniordos

Annals of Tourism Research, 2019, vol. 78, issue C, -

Abstract: Drawing on social exchange theory and the service-dominant logic framework this paper explores the association between value co-creation and the willingness to engage in customer citizenship behavior in the hospitality and tourism context. Tourism and hospitality firms are increasingly offering opportunities for co-production and value-in-use not only to increase revisit and repurchase intentions but also to benefit from manifestations of customer citizenship behavior such as customer feedback, advocacy, customer-to-customer assistance and tolerance in less satisfactory future services. The paper offers a building block for future work to investigate the causal relationship between the dimensions of value co-creation (co-production and value-in-use) and customer citizenship behavior.

Keywords: Value co-creation; Customer citizenship behavior; Social exchange theory; Hospitality services; Tourism industry (search for similar items in EconPapers)
Date: 2019
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Citations: View citations in EconPapers (33)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:anture:v:78:y:2019:i:c:5

DOI: 10.1016/j.annals.2019.102742

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