Why does customer co-creation improve new travel product performance?

Fang-Mei Tseng and Chiang, Lan-Lung (Luke)

Journal of Business Research, 2016, vol. 69, issue 6, 2309-2317

Abstract: Customer co-creation of new products/services can enhance the success of offerings; however, the results of previous studies are controversial. Using data from 161 responses, the study applies fuzzy set/qualitative comparative analysis (fsQCA) and hierarchical regression analyses to determine the influence of the moderators between customer co-creation of travel products and new product performance, with a solid ground on a theoretical framework deriving from resource-based view (RBV) theory. The results indicate that the relationship between customer co-creation and new product performance hinges upon the moderating effects of organizational culture and communication quality. The study contributes to the theoretical understanding of customer co-creation in the success of new travel products and offers practical suggestions for industry practitioners.

Keywords: Resource-based view (RBV); Customer co-creation; New product development (NPD); Travel industry; FsQCA (search for similar items in EconPapers)
Date: 2016
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Citations: View citations in EconPapers (8)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:jbrese:v:69:y:2016:i:6:p:2309-2317

DOI: 10.1016/j.jbusres.2015.12.047

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