Co-creating value with customers: a study of mobile hotel bookings in China

Abstract

Purpose-This study aimed to develop a framework to explain the reciprocity of the value cocreation process in mobile hotel booking context, and to clarify values for customer and supplier. Design/methodology/approach-A research framework was developed based on the previous literature to derive insights on value co-creation process. Online surveys were conducted among mobile hotel bookers in China. Confirmatory factor analysis and structural equation modeling were used to test the proposed framework. Findings-The findings suggested that suppliers should improve the values for customers (Functionality, Usability, and Perceived Value) to achieve values for themselves [Customer Lifetime Value (CLV), Customer Knowledge Value(CKV), Customer Referral Value (CRV), and Customer Influencer Value (CIV)]. The relation between satisfaction and CLV was moderated by the CIV from other customers. Practical implications-Suppliers should enhance customer value from the aspects of functionality, usability, and perceived value to earn a competitive advantage. Moreover, for suppliers, non-transactional values such as other Customer's Influencer Value play an increasingly critical role apart from economic value for development. Originality/value-This study not only added empirical analysis on value co-creation in m-Tourism, but also extended the current literature by validating a research model which integrates website evaluation research with Kumar et al. (2010)'s Customer Engagement Value framework. Instead of serving as a mediator, mobile App was regarded as one of the indispensable actors involved in value co-creation.

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“…Online survey provides quite easy access to large geographically dispersed populations, which is the limitation of field survey (Braun et al, 2020). In order to expand the sample size and provide a random chance for the members of the population, this study employed an online questionnaire, which was uploaded to the popular Chinese survey website Wenjuanxing (https://www.wjx.cn/) with 103 million users, which is similar to SurveyMonkey and is one of the largest and most professional survey platforms in China (Wang et al, 2018; Wu et al, 2018; Zhang et al, 2019). In addition, this paper only uploaded the questionnaire without adding any restrictions on sample characteristics.…”

Understanding tourist mobile hotel booking behaviour: Incorporating perceived enjoyment and perceived price value in the modified Technology Acceptance Model

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