From Value Co-creation to positive experiences and customer satisfaction. A customer perspective in the hotel industry
Abstract
This study evaluates whether the Value Co-creation (VCC) process in hotels contributes to positive guest experience and satisfaction. This paper utilizes the DART model (Dialogue, Access, Risk, and Transparency) as the main framework to explore VCC in hotels. This research is the first to both adjust the DART model to a customer’s viewpoint and evaluate it in the hotel context. The included data is derived from 484 international tourists lodged in Greek hotels and is analyzed with the structural equation modeling technique. Results suggest that the Dialogue component of DART does not affect the positive experience, while Access, Transparency, and Risk Assessment do, in fact, strongly influence tourist satisfaction. The current study enriches and consolidates VCC–DART theory in the hotel context.
Keyword : DART model, Value Co-creation, positive experience, customer satisfaction, hotel industry
How to Cite
Solakis, K., Peña-Vinces, J., Lopez-Bonilla, J. M., & Aguado, L. F. (2021). From Value Co-creation to positive experiences and customer satisfaction. A customer perspective in the hotel industry. Technological and Economic Development of Economy, 27(4), 948-969. https://doi.org/10.3846/tede.2021.14995
This work is licensed under a Creative Commons Attribution 4.0 International License.
References
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Buhalis, D., & Leung, R. (2018). Smart hospitality – Interconnectivity and interoperability towards an ecosystem. International Journal of Hospitality Management, 71, 41–50. https://doi.org/10.1016/j.ijhm.2017.11.011
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Fornell, C., & Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research, 18(1), 39. https://doi.org/10.1177/002224378101800104
Gajdošík, T., Maráková, V., & Kučerová, J. (2020). From mass tourists to smart tourists: a perspective article. Tourism Review, 76(1), 47–50. https://doi.org/10.1108/TR-07-2019-0285
Gallarza, M. G., & Gil Saura, I. (2020). Consumer value in tourism: a perspective article. Tourism Review, 75(1), 41–44. https://doi.org/10.1108/TR-06-2019-0227
Galvagno, M., & Dalli, D. (2014). Theory of value co-creation: a systematic literature review. Managing Service Quality: An International Journal, 24(6), 643–683. https://doi.org/10.1108/MSQ-09-2013-0187
Gaskin, J., & Lim, J. (2017). Model fit measures (AMOS Plugin, 2016). Gaskination’s StatWiki.
González-Mansilla, Ó., Berenguer-Contrí, G., & Serra-Cantallops, A. (2019). The impact of value cocreation on hotel brand equity and customer satisfaction. Tourism Management, 75, 51–65. https://doi.org/10.1016/j.tourman.2019.04.024
Grissemann, U. S., & Stokburger-Sauer, N. E. (2012). Customer co-creation of travel services: The role of company support and customer satisfaction with the co-creation performance. Tourism Management, 33(6), 1483–1492. https://doi.org/10.1016/j.tourman.2012.02.002
Grönroos, C. (2004). The relationship marketing process: Communication, interaction, dialogue, value. Journal of Business & Industrial Marketing, 19, 99–113. https://doi.org/10.1108/08858620410523981
Guerrero, M., Cunningham, J. A., & Urbano, D. (2015). Economic impact of entrepreneurial universities’ activities: An exploratory study of the United Kingdom. Research Policy, 44(3), 748–764. https://doi.org/10.1016/j.respol.2014.10.008
Hair, J. F., Anderson, R. E., & Tatham, R. (2010). Multivariate data analysis. Prentice Hall.
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