Value co-creation and customer citizenship behavior

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.

The Mediating Role of the Tourists’ Citizenship Behavior Between the Value Co-Creation and Satisfaction

“…Within this framework, the effect of the value co-creation with customers on the tourists' citizenship behavior and satisfaction was examined. When the relevant literature is examined, it is seen that the effect of the value co-creation with customers on the service outputs such as quality (Prebensen et al, 2013;Bell & Babyak, 2018), satisfaction (Groth, 2004;Flores & Vasquez-Parraga, 2015;Prebensen & Xie, 2017;Assiouras et al, 2019), and re-purchase (Fitzpatrick et al, 2013;Park & Ha, 2016;Arıca & Kozak, 2018) has been questioned. Going beyond this, in this study, a model was developed from a holistic point of view to evaluate the effect of the value co-creation with customers on the citizenship behavior and satisfaction of the tourists, which are important both during and after the experience.…”

“…In this regard, there have been some findings asserting that the perceived value (Chan et al, 2010;Prebensen et al, 2015) and quality (Prebensen et al, 2013;Bell & Babyak, 2018;Arıca & Kozak, 2019) have a mediating effect on the value co-creation with customers and the customer satisfaction. Likewise, it has been argued in the literature on tourism that the development of citizenship behavior through the value co-creation with tourists improves satisfaction (Assiouras et al, 2019). The view supported in the literature is that the value co-creation with tourists has both direct and indirect effects on satisfaction.…”

“…Ford (1995) argues that like employees, customers engage in a variety of citizenship behaviors such as reporting problems to employees, recommending a place of business to friends, or displaying a bumper sticker advertising their support for an organization. Assiouras et al (2019) explain some initiatives of customers by the citizenship behavior. In these initiatives, the customers assume extra responsibilities, apart from the cocreation role, and take some actions towards other customers, employees and/or firms.…”

“…The theoretical model proposed in the current study determined in the axis of hypotheses is presented in Figure 1. In the literature examining the direct and indirect effects of the value co-creation with customers on the service outputs delivered and perceived; there is a gap in terms of evaluating the effects of the value co-creation with customers on the willingness to engage in the citizenship behavior and the effects of citizenship behavior on the perceived service outcomes such as customer satisfaction (Groth, 2004;Assiouras et al, 2019;Gong & Yi, 2019). The research was carried out on local tourists.…”

“…The statements in the second part of the data collection tool measure the citizenship behavior of the tourists. The statements measuring the citizenship behavior of the tourists were adapted from the measurements model developed by Yi and Gong (2013) and Assiouras et al (2019). The third part consists of the statements on satisfaction, which were adapted from study carried out by Chan et al (2010).…”