Value co-creation and customer citizenship behavior

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

Research output: Contribution to journalArticlepeer-review

156 Citations (Scopus)
442 Downloads (Pure)


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
Early online date27 Jun 2019
Publication statusPublished - Sept 2019


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

ASJC Scopus subject areas

  • Development
  • Tourism, Leisure and Hospitality Management


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