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132167

Consequences of Customer Value Co-creation in Restaurants

Article

Last updated: 04 Jan 2025

Subjects

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Tags

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Abstract

Many hospitality enterprises nowadays seek to engage their customers in the process of value creation. This study investigated the concept of co-creation of the dining experience and its outcomes. It aimed to: (1) examine the direct effects of co-creation of dining experience on perceived personalization, brand love, customer satiation, and switching behavior, (2) test the direct effects of both perceived personalization and brand love on customer satiation and switching behavior, and (3) assess the mediation effects of both perceived personalization and brand love on the linkage between co-creation and customer satiation as well as between co-creation and switching behavior. A quantitative approach was adopted in this study using a questionnaire survey for primary data collection. The sample included a total of 615 domestic customers of restaurants in Egypt. Structural equation modeling using Smart-PLS 3.2 was performed to test the hypothesized conceptual model. The results revealed that the impact of dining experience co-creation on perceived personalization and brand love was positive, while it was negative on customer satiation and nonsignificant on switching behavior. The findings also confirmed the mediation effects of both perceived personalization and brand love. This study addresses a gap in the hospitality literature and provides some valuable managerial implications. 

DOI

10.21608/jaauth.2020.50069.1090

Keywords

Co-Creation, perceived personalization, brand love, customer satiation, switching behavior

Authors

First Name

Abuelkassem

Last Name

Mohammad

MiddleName

A.A.

Affiliation

Hotel Management Department, Faculty of Tourism and Hotels, Minia University.

Email

kassem.mohammad@mu.edu.eg

City

Minia

Orcid

0000-0002-2221-0100

First Name

Moamen

Last Name

AbouElezz

MiddleName

-

Affiliation

Hotel Management Department, Faculty of Tourism and Hotels, Minia University.

Email

momen.kamel@mu.edu.eg

City

Minia

Orcid

-

Volume

20

Article Issue

1

Related Issue

21763

Issue Date

2021-06-01

Receive Date

2020-11-16

Publish Date

2021-06-01

Page Start

111

Page End

128

Print ISSN

1687-1863

Online ISSN

2682-4612

Link

https://jaauth.journals.ekb.eg/article_132167.html

Detail API

https://jaauth.journals.ekb.eg/service?article_code=132167

Order

7

Type

Original Article

Type Code

997

Publication Type

Journal

Publication Title

Journal of Association of Arab Universities for Tourism and Hospitality

Publication Link

https://jaauth.journals.ekb.eg/

MainTitle

Consequences of Customer Value Co-creation in Restaurants

Details

Type

Article

Created At

22 Jan 2023