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230349

Factors Influencing Customer Value Co-Creation in Hotels: Customer Perspective

Article

Last updated: 22 Jan 2023

Subjects

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Tags

Hospitality and tourism operations
Human resources management in tourism and hospitality

Abstract

Hotels strive to co-create value with customers to understand their needs and introduce innovative products. Value co-creation brings about many benefits not only for businesses but also for customers. Given the importance of value co-creation in the hotel business, it is imperative to investigate and determine the factors that affect it. Also, this study examines the impact of three different types of predictors (i.e., employee, customer, and company factors) on customer value co-creation (CVC). For attaining these objectives, data was collected using questionnaires from a convenience sample of 400 customers in 10 five-star hotels in Cairo. However, valid questionnaire forms received from customers were 244, with a response rate of 61 per cent. Descriptive analysis, correlation analysis, Mann-Whitney and Kruskal-Wallis tests, and multiple regression analysis were used to analyze the data. In terms of research results, the three types of independent factors were found to positively affect CVC. Moreover, value co-creation was significantly influenced by two elements of individual characteristics (i.e., age and educational level). Therefore, results suggested that hotels should maintain employees' current level of EI and empathy. Furthermore, hotels should involve customers more in value co-creation activities. Moreover, hotels must not only continue to provide customer education and organizational support, but also must increase these resources.

DOI

10.21608/ijhth.2020.230349

Keywords

value co-creation, Employee Resources, Customer Resources, Company Resources, Frontline Employee

Authors

First Name

Yasser

Last Name

Abdel-Aty

MiddleName

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Affiliation

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Email

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City

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Orcid

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First Name

Hytham

Last Name

Deraz

MiddleName

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Affiliation

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Email

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City

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Orcid

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Volume

14

Article Issue

2

Related Issue

19087

Issue Date

2020-12-01

Receive Date

2022-04-11

Publish Date

2020-12-01

Page Start

208

Page End

225

Print ISSN

2636-4131

Online ISSN

2636-414X

Link

https://ijhth.journals.ekb.eg/article_230349.html

Detail API

https://ijhth.journals.ekb.eg/service?article_code=230349

Order

16

Type

Original Research Articles

Type Code

806

Publication Type

Journal

Publication Title

International Journal of Heritage, Tourism and Hospitality

Publication Link

https://ijhth.journals.ekb.eg/

MainTitle

-

Details

Type

Article

Created At

22 Jan 2023