Customer value co-creation and new service evaluation : the moderating role of outcome quality
Purpose: This study aims to examine how the degree of value co-creation affects Chinese customers’ evaluations of new tourism and hospitality services, and how the outcome quality moderates this relationship under different conditions. Design/methodology/approach: The proposed hypotheses are tested using a self-reporting questionnaire-based survey and two experimental designs. Data analysis entailed hierarchical multiple regression analysis, a simple slope test and a two-way ANOVA. Findings: Three component studies assessed boundary conditions for the positive effects of the degree of value co-creation on customers’ evaluations of new services. Studies 1 and 2 indicated that unequivocal high-quality outcomes amplified positive effects, which were reversed by unequivocal low-quality outcomes. Study 3 demonstrated that in Chinese contexts of ambiguous outcomes, the relationship between the degree of co-creation and new service evaluation was positively mediated by self-integration in private contexts and negatively mediated by loss of face in public contexts. Practical implications: This study identifies critical factors influencing successful service innovation in China within different contexts. Its finding of context-dependent customer engagement in value co-creation has managerial implications for facilitating favorable new service evaluations. Originality/value: This exploratory study addresses a research gap regarding service innovation, offering insights into positive and negative influences of customer value co-creation on new service evaluation, under different outcome quality conditions in the domestic Chinese hospitality and tourism sector.
Year of publication: |
2018
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Authors: | Xu, Hong ; Liu, Yuqing ; Lyu, Xingyang |
Published in: |
International Journal of Contemporary Hospitality Management. - Emerald, ISSN 0959-6119, ZDB-ID 2028752-5. - Vol. 30.2018, 4 (09.04.), p. 2020-2036
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Publisher: |
Emerald |
Saved in:
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