Value co-creation and customer citizenship behavior

Ioannis Assiouras, George Skourtis, Antonis Giannopoulos, Dimitrios Buhalis, Michalis Koniordos

Research output: Contribution to journalArticle

1 Citation (Scopus)

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 languageEnglish
Article number102742
JournalAnnals of Tourism Research
Volume78
Early online date27 Jun 2019
DOIs
Publication statusPublished - Sep 2019

Fingerprint

citizenship
customer
tourism
Values
coproduction
advocacy
tolerance
Tourism
exchange theory
Citizenship behavior
Value co-creation
assistance
firm
services

Keywords

  • Customer citizenship behavior
  • Hospitality services
  • Social exchange theory
  • Tourism industry
  • Value co-creation

ASJC Scopus subject areas

  • Development
  • Tourism, Leisure and Hospitality Management

Cite this

Assiouras, I., Skourtis, G., Giannopoulos, A., Buhalis, D., & Koniordos, M. (2019). Value co-creation and customer citizenship behavior. Annals of Tourism Research, 78, [102742]. https://doi.org/10.1016/j.annals.2019.102742

Value co-creation and customer citizenship behavior. / Assiouras, Ioannis; Skourtis, George; Giannopoulos, Antonis; Buhalis, Dimitrios; Koniordos, Michalis.

In: Annals of Tourism Research, Vol. 78, 102742, 09.2019.

Research output: Contribution to journalArticle

Assiouras, I, Skourtis, G, Giannopoulos, A, Buhalis, D & Koniordos, M 2019, 'Value co-creation and customer citizenship behavior' Annals of Tourism Research, vol. 78, 102742. https://doi.org/10.1016/j.annals.2019.102742
Assiouras I, Skourtis G, Giannopoulos A, Buhalis D, Koniordos M. Value co-creation and customer citizenship behavior. Annals of Tourism Research. 2019 Sep;78. 102742. https://doi.org/10.1016/j.annals.2019.102742
Assiouras, Ioannis ; Skourtis, George ; Giannopoulos, Antonis ; Buhalis, Dimitrios ; Koniordos, Michalis. / Value co-creation and customer citizenship behavior. In: Annals of Tourism Research. 2019 ; Vol. 78.
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