Service co-creation in destination exporting - does decision-making logic foster the service co-creation process in designing new services?

Md. Nur Alam, Imtiaz Masroor, S.M. Rifat, Sandip Dey, Md. Noor Un Nabi and Sarif Mohammad Khan

International Journal of Export Marketing, 2022, vol. 5, issue 1, 4-31

Abstract: Entrepreneurs make various business decisions that encompass both casual day-to-day decisions and long-term strategic decisions. Currently, decision-making environments are more dynamic, especially in the tourism sector, and core decision-makers have to make informed decisions while adapting to the dynamic environment. In the tourism industry, entrepreneurs can enjoy better competitive advantage if they co-create their offerings in tandem with their clients. Service co-creation is a strategic decision taken by the entrepreneur, which is affected by the decision-making process they adopt. This study explores the interrelations between effectuation, causation, service co-creation and customer satisfaction. Data collected by interviewer-administered structured-questionnaire approach from 100 owners of tour operators using non-probability judgemental and snowball sampling method were analysed using PLS-SEM. The findings of the study portray that causation has no relation to service co-creation. The study also covers that effectuation strongly correlates with service co-creation, which has a strong positive relationship with customer satisfaction.

Keywords: effectuation; causation; service co-creation; customer satisfaction; destination exporting. (search for similar items in EconPapers)
Date: 2022
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