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)
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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