Opportunities and challenges of value co-creation: The role of customer involvement in hotel service development. Issue 12 (11th December 2017)

• Record Type: Journal Article
• Authors: Ma, Shuang; Gu, Huimin; Wang, Yonggui; Hampson, Daniel P.
• Is Part Of: International journal of contemporary hospitality management. Volume 29:Issue 12(2017)
• Page Start: 3023
• Page End: 3043
• Publication Date: 2017-12-11
• Subjects: Value co-creation -- Customer involvement -- Relationship quality -- Coordination cost; Hospitality industry -- Management -- Periodicals; 647.94068
• DOI: 10.1108/IJCHM-08-2016-0479
• Languages: English
• ISSNs: 0959-6119

Abstract

Abstract : 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. Design/methodology/approach: A total of 252 valid questionnaires were collected from hotel managers, and ordinary least squares regression analysis was conducted to test the hypotheses. Findings: Results not only show that customer involvement causes higher coordination cost but also show no direct positive effect on perceived relationship quality. Furthermore, this study finds that service climate reduces the negative effect of customer involvement and enhances its positive effect. By contrast, customer complexity intensifies the negative effect of customer involvement. Originality/value: This study empirically examines the double-edged sword of customer involvement and tests the boundary conditions associated with hotel back and front office factors (service climate versus customer complexity).