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.
Abstract

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
Year2019
JournalAnnals of Tourism Research
Journal citation78 (102742)
PublisherElsevier
ISSN0160-7383
Digital Object Identifier (DOI)doi:10.1016/j.annals.2019.102742
Official URLhttps://doi.org/10.1016/j.annals.2019.102742
Publication dates
Online27 Jun 2019
Publication process dates
Accepted20 Jun 2019
Deposited13 Jul 2020
Accepted author manuscript
License
Output statusPublished
References

Anaza, A. N. (2014). Personality antecedents of customer citizenship behaviours in online shopping situations. Psychology & Marketing, 31(4), 251–263.
Barnes, S. J., Mattsson, J., & Sørensen, F. (2014). Destination brand experience and visitor behavior: Testing a scale in the tourism context. Annals of Tourism Research,
48, 121–139.
Berger, C., Möslein, K., Piller, F., & Reichwald, R. (2005). Co-designing modes of cooperation at the customer interface: Learning from exploratory research. European
Management Review, 2(1) (170–167).
Bimonte, S., & Punzo, L. F. (2016). Tourist development and host–guest interaction: An economic exchange theory. Annals of Tourism Research, 58, 128–139.
I. Assiouras, et al. Annals of Tourism Research 78 (2019) 102742
9Binkhorst, E., & Den Dekker, T. (2009). Agenda for co-creation tourism experience research. Journal of Hospitality Marketing & Management, 18(2–3), 311–327.
Black, I., & Veloutsou, C. (2017). Working consumers: Co-creation of brand identity, consumer identity and brand community identity. Journal of Business Research, 70,
416–429.
Blau, P. M. (1964). Exchange and power in social life. NY: John Wiley.
Bove, L. L., Pervan, S. J., Beatty, S. E., & Shiu, E. (2009). Service worker role in encouraging customer organizational citizenship behaviours. Journal of Business
Research, 62(7), 698–705.
Briggs, E., & Grisaffe, D. (2010). Service performance—Loyalty intentions link in a business-to-business context: The role of relational exchange outcomes and
customer characteristics. Journal of Service Research, 13(1), 37–51.
Brooker, G. (1976). The self-actualizing socially conscious consumer. Journal of Consumer Research, 3, 107–122 (2,1).
Bryce, D., Murdy, S., & Alexander, M. (2017). Diaspora, authenticity and the imagined past. Annals of Tourism Research, 66, 49–60.
Buhalis, D., & Amaranggana, A. (2015). Smart tourism destinations enhancing tourism experience through personalisation of services. In I. Tussyadiah, & A. Inversini
(Eds.). Information and communication technologies in tourism (pp. 377–389). Springer.
Buhalis, D., & Foerste, M. (2015). SoCoMo marketing for travel and tourism: Empowering co-creation of value. Journal of Destination Marketing & Management, 4(3),
151–161.
Buhalis, D., & Sinarta, Y. (2019). Real-time cocreation and nowness service: Lessons from tourism and hospitality. Journal of Travel & Tourism Marketing, 30. https://
doi.org/10.1080/10548408.2019.1592059.
Buonincontri, P., Morvillo, A., Okumus, F., & van Niekerk, M. (2017). Managing the experience co-creation process in tourism destinations: Empirical fndings from
Naples. Tourism Management, 62, 264–277.
Cabiddu, F., Lui, T.-W., & Piccoli, G. (2013). Managing value co-creation in the tourism industry. Annals of Tourism Research, 42, 86–107.
Chan, K. W., Yim, C. K., & Lam, S. S. K. (2010). Is customer participation in value creation a double-edged sword? Evidence from professional fnancial services across
cultures. Journal of Marketing, 74(3), 48–64.
Chen, W. J. (2016). The model of service-oriented organizational citizenship behavior among international tourist hotels. Journal of Hospitality and Tourism
Management, 29, 24–32.
Clark, M. S., & Mills, J. (1979). Interpersonal attraction in exchange and communal relationships. Journal of Personality and Social Psychology, 37(1), 12–24.
Cooper, C. (2006). Knowledge management and tourism. Annals of Tourism Research, 33(1), 47–64.
Cooper, C. (2018). Managing tourism knowledge: A review. Tourism Review, 73(4), 507–520.
Coulson, A. B., Maclaren, A. C., Mckenzie, S., & O'Gorman, K. D. (2014). Hospitality codes and social exchange theory: The Pashtunwali and tourism in Afghanistan.
Tourism Management, 45, 134–141.
Cova, B., & Dalli, D. (2009). Working consumers: The next step in marketing theory? Marketing Theory, 9(3), 315–339.
Cronin, J. J., Jr., & Taylor, S. A. (1992). Measuring service quality: A reexamination and extension. Journal of Marketing, 56(3), 55–68.
Cropanzano, R., & Mitchell, M. S. (2005). Social exchange theory: An interdisciplinary review. Journal of Management, 31(6), 874–900.
Dang, A., & Arndt, A. D. (2017). How personal costs influence customer citizenship behaviors. Journal of Retailing and Consumer Services, 39, 173–181.
Dolnicar, S. (2015). In future, I would love to see … a reflection on the state of quantitative tourism research. Tourism Review, 70(4), 259–263.
Dolnicar, S. (2018). A reflection on survey research in hospitality. International Journal of Contemporary Hospitality Management, 30(11), 3412–3422.
Dolnicar, S., Coltman, T., & Sharma, R. (2015). Do satisfed tourists really intend to come back? Three concerns with empirical studies of the link between satisfaction
and behavioral intention. Journal of Travel Research, 54(2), 152–178.
Dolnicar, S., Laesser, C., & Matus, M. (2009). Online versus paper format effects in tourism surveys. Journal of Travel Research, 47(3), 295–316.
Dolnicar, S., & Ring, A. (2014). Tourism marketing research: Past, present and future. Annals of Tourism Research, 47, 31–47.
Edvardsson, B., Gustafsson, A., & Roos, I. (2005). Service portraits in service research: A critical review. International Journal of Service Industry Management, 16(1),
107–121.
Ennew, C. T., & Binks, M. R. (1999). Impact of participative service relationships on quality, satisfaction and retention: An exploratory study. Journal of Business
Research, 46(2), 121–132.
Grissemann, U. S., & Stokburger-Sauer, N. E. (2012). Customer co-creation of travel services: The role of company support and customer satisfaction with the cocreation performance. Tourism Management, 33, 1483–1492.
Grönroos, C., & Voima, P. (2013). Critical service logic: Making sense of value creation and co-creation. Journal of the Academy of Marketing Science, 41(2), 133–150.
Groth, M. (2005). Customers as good soldiers: Examining citizenship behaviors in internet service deliveries. Journal of Management, 31(1), 7–27.
Hair, J. F., Hult, G. T. M., Ringle, C. M., & Sarstedt, M. (2017). A primer on partial least squares structural equation modeling (PLS-SEM) (2nd ed.). Thousand Oaks: Sage.
Hamilton, K., & Alexander, M. (2013). Organic community tourism: A cocreated approach. Annals of Tourism Research, 42, 169–190.
Haumann, T., Güntürkün, P., Schons, L. M., & Wieseke, J. (2015). Εngaging customers in coproduction processes: How value-enhancing and intensity-reducing
communication strategies mitigate the negative effects of coproduction intensity. Journal of Marketing, 79(6), 17–33.
Hoarau, H., & Kline, C. (2014). Science and industry: Sharing knowledge for innovation. Annals of Tourism Research, 46, 44–61.
Homans, G. C. (1961). Social behavior: Its elementary forms. New York: Harcourt Brace.
Hoyer, D. H., Chandy, R., Dorotic, M., Krafft, M., & Singh, S. S. (2010). Consumer cocreation in new product development. Journal of Service Research, 13(3), 283–296.
Hulland, J., Baumgartner, H., & Smith, K. M. (2018). Marketing survey research best practices: Evidence and recommendations from a review of JAMS articles. Journal
of the Academy of Marketing Science, 46(1), 92–108.
Ingram, C., Caruana, R., & McCabe, S. (2017). PARTicipative inquiry for tourist experience. Annals of Tourism Research, 65, 13–24.
Jansson, A. (2018). Rethinking post-tourism in the age of social media. Annals of Tourism Research, 69, 101–110.
Jiang, Z., Henneberg, S. C., & Naudé, P. (2011). The importance of trust vis-à-vis reliance in business relationships: Some international fndings. International Marketing
Review, 28(4), 318–339.
Kaynak, E., & Marandu, E. E. (2006). Tourism market potential analysis in Botswana: A Delphi study. Journal of Travel Research, 45(2), 227–237.
Kelley, S. S., Donnelly, J. H., & Skinner, S. J. (1990). Customer participation in service production and delivery. Journal of Retailing, 66(3), 315–335.
Lam, D., & So, A. (2013). Do happy tourists spread more word-of-mouth? The mediating role of life satisfaction. Annals of Tourism Research, 43, 624–650.
Lee, Y.-H., Hsiao, C., & Chen, Y. C. (2017). Linking positive psychological capital with customer value co-creation. International Journal of Contemporary Hospitality
Management, 29(4), 1235–1255.
Li, M., & Hsu, C. H. C. (2018). Customer participation in services and employee innovative behavior: The mediating role of interpersonal trust. International Journal of
Contemporary Hospitality Management, 30(4), 2112–2131.
Liu, J. S., & Tsaur, S. H. (2014). We are in the same boat: Tourist citizenship behaviors. Tourism Management, 42, 88–100.
Lusch, R. F., & Vargo, S. L. (2006). Service-dominant logic: Reactions, reflections and refnements. Marketing Theory, 6(3), 281–288.
Ma, S., Gu, H., Wang, Y., & Hampson, D. P. (2017). Opportunities and challenges of value co-creation: The role of customer involvement in hotel service development.
International Journal of Contemporary Hospitality Management, 29(12), 3023–3043.
Mathis, E. F., Kim, H., Uysal, M., Sirgy, J. M., & Prebensen, N. K. (2016). The effect of co-creation experience on outcome variable. Annals of Tourism Research, 57,
62–75.
McCable, S., & Stokoe, E. (2010). Have you been away? Holiday talk in everyday interaction. Annals of Tourism Research, 37(4), 1117–1140.
Mills, P. K., & Moberg, D. J. (1982). Perspective on the technology of service operations. Academy of Management Review, 7, 467–478.
Mostafanezhad, M., & Norum, R. (2018). Tourism in the post-selfe era. Annals of Tourism Research, 70, 131–132.
Nadiri, H., & Tanova, C. (2010). An investigation of the role of justice in turnover intentions, job satisfaction, and organizational citizenship behavior in the hospitality
industry. International Journal of Hospitality Management, 29(1), 33–41.
Neuhofer, B., Buhalis, D., & Ladkin, A. (2015). Smart technologies for personalized experiences: A case study in the hospitality domain. Electronic Markets, 25(3),
243–254.
I. Assiouras, et al. Annals of Tourism Research 78 (2019) 102742
10Nunkoo, R., & Ramkissoon, H. (2012). Power, trust, social exchange and community support. Annals of Tourism Research, 39(2), 997–1023.
Paraskevaidis, P., & Andriotis, K. (2017). Altruism in tourism: Social exchange theory vs altruistic surplus phenomenon in host volunteering. Annals of Tourism
Research, 62, 26–37.
Park, S., & Nicolau, J. L. (2017). Effects of general and particular online hotel ratings. Annals of Tourism Research, 62, 114–116.
Payne, A. F., Storbacka, K., & Frow, P. (2008). Managing the co-creation of value. Journal of the Academy of Marketing Science, 36(1), 83–96.
Prebensen, N. K., Vittersø, J., & Dahl, T. I. (2013). Value co-creation signifcance of tourist resources. Annals of Tourism Research, 42, 240–261.
Prebensen, N. K., & Xie, J. (2017). Efcacy of co-creation and mastering on perceived value and satisfaction in tourists' consumption. Tourism Management, 60,
166–176.
Preikschas, M. W., Cabanelas, P., Rüdiger, K., & Lampón, J. F. (2017). Value co-creation, dynamic capabilities and customer retention in industrial markets. Journal of
Business & Industrial Marketing, 32(3), 409–420.
Ranjan, K. R., & Read, S. (2014). Value co-creation: Concept and measurement. Journal of the Academy of Marketing Science, 44(3), 290–315.
Revilla-Camacho, M. A., Vega-Vázquez, M., & Cossío-Silva, F. J. (2015). Customer participation and citizenship behavior effects on turnover intention. Journal of
Business Research, 68(7), 1607–1611.
Rihova, I., Buhalis, D., Gouthro, M. B., & Moital, M. (2018). Customer-to-customer co-creation practices in tourism: Lessons from customer-dominant logic. Tourism
Management, 67, 362–375.
Rihova, I., Buhalis, D., Moital, M., & Gouthro, M.-B. (2015). Conceptualising customer-to-customer value co-creation in tourism. International Journal of Tourism
Research, 17, 356–363.
Ring, A., Tkaczynski, A., & Dolnicar, S. (2016). Word-of-mouth segments: Online, ofine, visual or verbal? Journal of Travel Research, 55(4), 481–492.
Ringle, C. M., Wende, S., & Becker, J.-M. (2015). SmartPLS 3. Boenningstedt: SmartPLS GmbH. http://www.smartpls.com.
Roberts, D., Hughes, M., & Kertbo, K. (2014). Exploring consumers' motivations to engage in innovation through co-creation activities. European Journal of Marketing,
48(1/2), 147–169.
Ross, D., Saxena, G., Correia, F., & Deutz, P. (2017). Archaeological tourism: A creative approach. Annals of Tourism Research, 67, 37–47.
Sfandla, C., & Björk, P. (2013). Tourism experience network: Co-creation of experiences in interactive processes. International Journal of Tourism Research, 15(5),
495–506.
Smith, L. J. (1994). The tourism product. Annals of Tourism Research, 21(3), 582–595.
Stamolampros, P., Korfatis, N., Chalvatzis, K., & Buhalis, D. (2019). Harnessing the “wisdom of employees” from online reviews. Annals of Tourism Research. https://
doi.org/10.1016/j.annals.2019.02.012.
Szmigin, I., Bengry-Howell, A., Morey, Y., Grifn, C., & Riley, S. (2017). Socio-spatial authenticity at co-created music festivals. Annals of Tourism Research, 63, 1–11.
Tan, S.-W., Kung, S.-F., & Luh, D.-B. (2013). A model of ‘creative experience’ in creative tourism. Annals of Tourism Research, 41, 153–174.
Tu, Y., Neuhofer, B., & Viglia, G. (2018). When co-creation pays: Stimulating engagement to increase revenues. International Journal of Contemporary Hospitality
Management, 30(4), 2093–2111.
Tung, V. W. S., Chen, P.-J., & Schuckert, M. (2017). Managing customer citizenship behaviour: The moderating roles of employee responsiveness and organizational
reassurance. Tourism Management, 59, 23–35.
Van der Stede, W. A. (2014). A manipulationist view of causality in cross-sectional survey research. Accounting, Organizations and Society, 39(7), 567–574.
Van Doorn, J., Lemon, K. N., Mittal, V., Nass, S., Pick, D., Pirner, P., & Verhoef, P. C. (2010). Customer engagement behaviour: Theoretical foundations and research
directions. Journal of Service Research, 13(3), 253–266.
Vargo, S. L., & Lusch, R. F. (2016). Institutions and axioms: An extension and update of service-dominant logic. Journal of the Academy of Marketing Science, 44(5),
5–23.
Viglia, G., Minazzi, R., & Buhalis, D. (2016). The influence of e-word-of-mouth on hotel occupancy rate. International Journal of Contemporary Hospitality Management,
28(9), 2035–2051.
Wieland, H., Koskela-Huotari, K., & Vargo, S. L. (2016). Extending actor participation in value creation: An institutional view. Journal of Strategic Marketing, 24(3–4),
210–226.
Williams, N., Ferdinand, N., Inversini, A., & Buhalis, D. (2015). Community crosstalk: An exploratory analysis of destination and festival eWOM on Twitter. Journal of
Marketing Management, 31(9–10), 1113–1140.
Williams, N., Inversini, A., Buhalis, D., & Ferdinand, N. (2017). Destination eWOM A macro and meso network approach? Annals of Tourism Research, 64, 87–101.
Witt, A. L. (1991). Exchange ideology as a moderator of job attitudes-organizational citizenship behaviors relationships. Journal of Applied Social Psychology, 18,
1490–1501.
Xiang, Z., Du, Q., Ma, Y., & Fan, W. (2017). A comparative analysis of major online review platforms: Implications for social media analytics in hospitality and tourism.
Tourism Management, 58, 51–65.
Xiang, Z., Schwartz, Z., Gerdes, J. H., Jr., & Uysal, M. (2015). What can big data and text analytics tell us about hotel guest experience and satisfaction? International
Journal of Hospitality Management, 44, 120–130.
Xie, C., Bagozzi, R. P., & Troye, S. V. (2008). Trying to prosume: Toward a theory of consumers as co-creators of value. Journal of the Academy of Marketing Science,
36(1), 109–122.
Xu, H., Liu, Y., & Lyu, X. (2018). Customer value co-creation and new service evaluation: The moderating role of outcome quality. International Journal of Contemporary
Hospitality Management, 30(4), 2020–2036.
Yi, Y., & Gong, T. (2013). Customer value co-creation behavior: Scale development and validation. Journal of Business Research, 66(9), 1279–1284.
Yi, Y., Nataraajan, R., & Gong, T. (2011). Customer participation and citizenship behavioral influences on employee performance, satisfaction, commitment, and
turnover intention. Journal of Business Research, 64, 87–95.
Zhang, H., Gordon, S., Buhalis, D., & Ding, X. (2018). Experience value cocreation on destination online platforms. Journal of Travel Research, 57(8), 1093–1107.
Zhang, X., & Chen, R. (2008). Examining the mechanism of the value co-creation with customers. International Journal of Production Economics, 116(2), 242–250.
Zoghbi-Manrique-de-Lara, P., Suárez-Acosta, M. A., & Aguiar-Quintana, T. (2014). Hotel guests' responses to service recovery how loyalty influences guest behavior.
Cornell Hospitality Quarterly, 55(2), 152–164.

Additional information

No additional info.

Permalink -

https://repository.canterbury.ac.uk/item/8vxy5/value-co-creation-and-customer-citizenship-behavior

Restricted files

Accepted author manuscript

  • 3
    total views
  • 3
    total downloads
  • 1
    views this month
  • 0
    downloads this month

Export as

Related outputs

Destination branding and co-creation: a service ecosystem perspective
Antonios, G., Lamprini, P. and Skourtis, G. 2020. Destination branding and co-creation: a service ecosystem perspective . Journal of Product and Brand Management.
Does the co-creation of service recovery create value for customers? The underlying mechanism of motivation and the role of operant resources
Skourtis, G., Décaudin, J.-M., Assiouras, I. and Karaosmanoglu, E. 2019. Does the co-creation of service recovery create value for customers? The underlying mechanism of motivation and the role of operant resources. European Management Review. Volume 16 (Issue 4), pp. 997-1013.