Value co-creation and customer citizenship behavior

• Published in: Annals of tourism research Vol. 78; p. 102742
• Main Authors: Assiouras, Ioannis, Skourtis, George, Giannopoulos, Antonios, Buhalis, Dimitrios, Koniordos, Michalis
• Format: Journal Article
• Language: English
• Published: Elsevier Ltd 01.09.2019
• Subjects: Customer citizenship behavior; Hospitality services; Social exchange theory; Tourism industry; Value co-creation; Customer citizenship behavior; Value co-creation; Tourism industry; Social exchange theory; Hospitality services
• ISSN: 0160-7383; 1873-7722
• DOI: 10.1016/j.annals.2019.102742

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. •Value co-creation is correlated with willingness to engage in customer citizenship behavior.•Value co-creation is correlated with guest satisfaction.•Guest satisfaction is correlated with willingness to engage in customer citizenship behavior.•Social exchange theory can explain the relationship between these variables.