Purpose: The purpose of this paper is to explore the transformation from service engagement through hotel consumption behavior to subsequent product purchases and identify marketing strategies to facilitate this transformation. Design/methodology/approach: Using a 1.5-year data set of...

Purpose The purpose of this paper is to identify the double-edged sword of customer involvement (perceived relationship quality and coordination cost) in new service development in the hotel industry, and to explore when customers should be involved from the service provider’s view....