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.
Original language | English |
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Article number | 102742 |
Journal | Annals of Tourism Research |
Volume | 78 |
Early online date | 27 Jun 2019 |
DOIs | |
Publication status | Published - Sept 2019 |
Keywords
- Customer citizenship behavior
- Hospitality services
- Social exchange theory
- Tourism industry
- Value co-creation
ASJC Scopus subject areas
- Development
- Tourism, Leisure and Hospitality Management