Value co-creation and customer citizenship behavior

Journal article

Assiouras, I., Skourtis, G., Giannopoulos, A., Buhalis, D. and Koniordos, M. 2019. Value co-creation and customer citizenship behavior. Annals of Tourism Research. 78 (102742).
AuthorsAssiouras, I., Skourtis, G., Giannopoulos, A., Buhalis, D. and Koniordos, M.

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.

KeywordsValue co-creation ; Customer citizenship behavior ; Social exchange theory; Hospitality services; Tourism industry
JournalAnnals of Tourism Research
Journal citation78 (102742)
Digital Object Identifier (DOI)doi:10.1016/j.annals.2019.102742
Official URL
Publication dates
Online27 Jun 2019
Publication process dates
Accepted20 Jun 2019
Deposited13 Jul 2020
Accepted author manuscript
Output statusPublished

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