Value co-creation in B-to-B environments

Abstract

Purpose The purpose of this paper is to describe the way in which B-to-B relationships are built, based on commitment and trust affecting value co-creation (VcC) and resulting in greater or lesser economic and social satisfaction and the manager’s perception of the delivered value (business customer value) moderating these effects. Design/methodology/approach Through a means-end approach, a causal model is estimated with PLS using a sample of 268 hotel managers who rate their relationship with their main partner (travel agency or booking center) in Spain. Findings VcC is a) dynamic because it is episodic, where VcC is a mediator between the trust–commitment relationship and two types of satisfaction (economic and social) and b) synergetic, because when the hotel delivers higher levels of business customer value, the effects in the linkages of VcC–satisfaction(s) are intensified. These effects are not significantly different on economic versus social satisfaction. Research limitations/implications The empirical paper collects the perception of a single partner (hotel managers) in a single setting (hotels in Spain). The moderating role of business customer value on the VcC–satisfaction(s) relationship should be further analyzed. The paper contributes to the growing literature on B-to-B VcC by translating empirically the theoretical richness of the VcC concept as being dynamic and synergetic. Originality/value This paper adds quantitative evidence to theoretical assumptions on VcC as dynamic and synergetic. The quantitative modelling proves VcC as a true mediator, in a chain of variables in a B-to-B setting.

Comparing relationship of quality-satisfaction models: effects of B2B value co-creation

“…Franklin and Marshall, 2019; Thiruvattal, 2017), and some others view it more as a mediator in the chain (e.g. Berenguer-Contrí et al , 2020). For addressing this gap, we have tested two alternative models of VcC in the RQ-ES chain: as antecedent of RQ (alternative model 1) and as a mediating variable (alternative model 2).…”

The role of trust in innovation ecosystems

“…It requires commitment, cooperation and, consequently, some level of trust to compensate the risk exposure due to exchanging critical information with partners and jointly creating goods or services. Considering that these relationships require strong ties and intense exchange of resources, trust is seen as an enabler of value co-creation, having a positive and direct influence over it (Fawcett et al , 2017; Berenguer-Contrí et al , 2020). At the same time, setting value co-creation activities also enhances the level of trust (Franklin and Marshall, 2019; Sales-Vivó et al , 2020) among the actors of innovation ecosystems.…”

A kölcsönös értékteremtéssel kapcsolatos elvárások modellezése a szolgáltatásokban. Fókuszban a turizmus

“…proaktív piackutatás mindazonáltal a termékinnovációban sem ismeretlen (lásd erről Witell, Kristensson, Gustafsson, & Löfgren, 2011), továbbá a kölcsönös értékteremtés koncepció a minőségmenedzsment japán eredetű kaizen szemléletében is megjelenik (Belal, Shirahada, & Kosaka, 2013). Meg kell jegyezni, hogy a szervezeti piaci co-creation kutatások az elmúlt években felerősödtek (lásd többek között Preikschas, Cabanelas, Rüdiger, & Lampón, 2017;Ruiz-Alba, Soares, Rodríguez-Molina, & Frías-Jamilena, 2019;Berenguer-Contrí, Gallarza, Ruiz-Molina, & Gil-Saura, 2020;Ramaswamy & Ozcan 2020).…”