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Can I read Customer value cocreation behaviors in hospitality: Antecedents and mediators on EtoBox?
Customer value cocreation behaviors in hospitality: Antecedents and mediators by Chang-Hua Yen is a Business, Management and Accounting article available to read on EtoBox.
What is Customer value cocreation behaviors in hospitality: Antecedents and mediators about?
Customers in the hospitality industry are essential to cocreating unique and memorable experiences. Encouraging customer value cocreation behaviors (CVCBs) is crucial for managers to gain a competitive advantage and ensure sustainable operations. This study investigated the relationships between consumer and firm innovativeness, customer brand identification (CBI), and CVCBs and examined the mediating influence of CBI. An analysis of data from questionnaires completed by 296 hotel customers in Taiwan revealed that consumer and firm innovativeness positively affect CBI, customer participation, and customer citizenship behaviors. CBI positively affects customer participation and citizenship behaviors and mediates the relationships between consumer and firm innovativeness and CVCBs. This research contributes to the literature on innovativeness, brand identification, and customer value cocreation and provides a valuable theoretical basis for the hospitality industry. The findings can provide firms with strategies for service innovation, market segmentation, and customer relationship management.
Who reads Customer value cocreation behaviors in hospitality: Antecedents and mediators?
It is typically read by researchers, students, and practitioners in Business, Management and Accounting.
- Author
- Chang-Hua Yen
- Publisher
- Elsevier BV
- Published
- 2023
- Language
- EN
- Field
- Business, Management and Accounting (Social Sciences)