Match!

Customer value co-creation in the business-to-business tourism context: The roles of corporate social responsibility and customer empowering behaviors

Published on Jun 1, 2019in Journal of Hospitality and Tourism Management2.496
· DOI :10.1016/j.jhtm.2019.04.002
Luu Trong Tuan1
Estimated H-index: 1
(Swinburne University of Technology),
Diana Rajendran4
Estimated H-index: 4
(Swinburne University of Technology)
+ 1 AuthorsDinh Cong Khai1
Estimated H-index: 1
(University of Economics, Ho Chi Minh City)
Sources
Abstract
Abstract Customer value co-creation is a process that contributes to a tour company's sustainable growth. The purpose of this study is to explore the role of corporate social responsibility (CSR) in fostering customer value co-creation in the business-to-business (B2B) tourism service context as well as the mechanisms underlying this relationship. Participants in the research were frontline employees and managers of tour companies and their customer companies in Ho Chi Minh City, Vietnam. The quantitative data were cross-sectionally collected via emailed questionnaires and analyzed through structural equation modelling. Our research results confirmed the positive link between CSR and customer value co-creation. The evidence was found for the mediating roles of customer-oriented organizational citizenship behavior (customer-oriented OCB) and service recovery performance. Moreover, empowering behaviors from customers served as a moderator to influence the positive relationships between CSR and customer-oriented OCB as well as service recovery performance. The study thus advances convergence between CSR and customer value co-creation research streams, which has been under-explored in the tourism context. The research also extends these two research streams through a novel dual mediation mechanism and through customer empowering behaviors as a novel moderator.
  • References (91)
  • Citations (1)
📖 Papers frequently viewed together
4 Citations
6 Citations
1 Citations
78% of Scinapse members use related papers. After signing in, all features are FREE.
References91
Newest
#1Trong Tuan Luu (Swinburne University of Technology)H-Index: 3
Corporate social responsibility (CSR) is a force to “pull” customers to the organizational mission and values, and influence them to contribute to the organization. The primary purpose of the research is to assess how CSR contributes to customer value co-creation. The research also seeks evidence on the moderation mechanisms of servant leadership and relationship marketing orientation for the effect of CSR on customer value co-creation behavior. The data were collected from 873 employees and 873...
6 CitationsSource
#1Sheila Malone (Lancaster University)H-Index: 3
#2Sally McKechnie (University of Nottingham)H-Index: 17
Last. Caroline Tynan (University of Nottingham)H-Index: 15
view all 3 authors...
Research on customer value creation in a tourism setting has tended to prioritize the firm’s over the customer’s perspective. However, new understandings of customer value through the lens of customer-dominant logic emphasize the need to consider value as emerging within the broader context of a customer’s lifeworld, which transcends customer–firm interactions and includes interactions with others. Tourism experiences are experiential and meaning-laden at the individual and collective levels. As...
7 CitationsSource
#1Luu Trong Tuan (Swinburne University of Technology)H-Index: 1
ABSTRACTTourists can serve as contributors to the sustainability of tourist destinations. Thus, tourists’ citizenship behavior for the environment (customer CBE), which contributes to the sustainable greening of tourist destinations, should be activated. The primary aim of our research is to assess the predictive role of corporate social responsibility (CSR) for tourists’ CBE. This research also seeks to investigate the effect of CSR on employees’ organizational citizenship behavior for the envi...
15 CitationsSource
#1Jeroen Gerard Meijerink (UT: University of Twente)H-Index: 6
#2Anna Christina Bos-Nehles (UT: University of Twente)H-Index: 5
Last. Jan de Leede (UT: University of Twente)H-Index: 9
view all 3 authors...
AbstractIn this study, we examine whether the relationship between employees’ perceptions of human resource management (HRM) and work engagement is mediated by job crafting. Using conservation of r...
5 CitationsSource
#2Iguácel Melero-Polo (University of Zaragoza)H-Index: 6
Last. Francisco Javier Sesé Oliván (University of Zaragoza)H-Index: 11
view all 3 authors...
Purpose Drawing from the theory of relationship dynamics, the purpose of this paper is to investigate how the relationship life cycle moderates the link between relationship quality and customer value co-creation. As customer-firm relationships pass through different stages (exploration, buildup, maturity, and decline) characterized by distinct customer behaviors, this study proposes a dynamic conceptual framework. Design/methodology/approach A questionnaire was administered in financial service...
4 CitationsSource
#1Stevan E. HobfollH-Index: 64
Last. Mina WestmanH-Index: 37
view all 4 authors...
Over the past 30 years, conservation of resources (COR) theory has become one of the most widely cited theories in organizational psychology and organizational behavior. COR theory has been adopted across the many areas of the stress spectrum, from burnout to traumatic stress. Further attesting to the theory's centrality, COR theory is largely the basis for the more work-specific leading theory of organizational stress, namely the job demands-resources model. One of the major advantages of COR t...
102 CitationsSource
#1Hong Xu (NKU: Nankai University)H-Index: 1
#2Yuqing Liu (TUC: Tianjin University of Commerce)H-Index: 1
Last. Xingyang Lyu (SWUFE: Southwestern University of Finance and Economics)H-Index: 1
view all 3 authors...
Purpose This study examines how the degree of value co-creation affects Chinese customers’ evaluations of new tourism and hospitality services, and how outcome quality moderates this relationship under different conditions. Design/methodology/approach The proposed hypotheses were tested using a self-reporting questionnaire-based survey and two experimental designs. Data analysis entailed hierarchical multiple regression analysis, a simple slope test, and a two-way ANOVA. Findings Three component...
6 CitationsSource
This study seeks to investigate the effect of internal marketing – treating employees as internal customers – on salesperson’s engagement in customer-oriented selling behaviour and relational selli...
1 CitationsSource
#1Ana Cláudia Campos (University of the Algarve)H-Index: 5
#2Júlio Mendes (University of the Algarve)H-Index: 12
Last. Noel Scott (Griffith University)H-Index: 26
view all 4 authors...
This paper reviews the literature concerning co-creation of tourism experiences. It analyses the theoretical underpinnings of co-creation and discusses key dimensions of the concept from the tourist's perspective, highlighting the importance of active participation and interaction. The aim is to propose a psychology-focused definition of on-site co-creation tourism experience on which to base a conceptual framework relating important constructs. Opportunities for future empirical research in thi...
62 CitationsSource
#1Ingrid O'Brien (Murdoch University)H-Index: 2
#2Wade Jarvis (UWA: University of Western Australia)H-Index: 10
Last. Robyn Ouschan (Curtin University)H-Index: 7
view all 4 authors...
A CSR strategy that delivers social value to the community , altruistic value to the customer, and value to the firm undertaking the program has the potential to ensure long-term commitment by firms to invest strategically in CSR . In further exploring the relationship between stakeholder management and CSR , co-creation and customer engagement is receiving a lot of attention within the discipline of Marketing , and extending this to thinking about how customers can act as a useful resource for,...
2 CitationsSource
Cited By1
Newest
Source
Source
Source
#1Ali RazaH-Index: 6
#2Amer SaeedH-Index: 2
view all 6 authors...
Promoting corporate social responsibility (CSR) and co-creation has become a crucial relationship marketing strategy for the banks. This research empirically investigates how banks’ CSR activities generate positive customer responses in the form of co-creation, customer–company identification (CCI), and loyalty. This research sheds light on the influence of CSR on customer behavior by analyzing the underlying psychological processes through the sequential mediation of co-creation and CCI. Workin...
1 CitationsSource
#1Won-Moo Hur (College of Business Administration)H-Index: 3
#1Won-Moo HurH-Index: 18
Last. Hanna KimH-Index: 8
view all 3 authors...
The first objective of this study is to test the mediating role of emotional brand attachment in the relationship between customers’ perception of corporate social responsibility (CSR) and two types of customer extra-role behavior: customer participation behavior and customer citizenship behavior. The second objective is to examine the moderating effects of customer spirituality on the customer CSR perception–emotional brand attachment relationship and the indirect relationship between customer ...
Source
Abstract To build the sustainable service excellence, organizations should fuel sales employees’ drive to serve customers and recover service failures to their utmost satisfaction. The primary aim of our study is to delve into the role of authentic leadership in fostering customer-oriented organizational citizenship behavior (OCB) and service recovery performance among sales employees. Respondents for our surveys comprised employees and managers from sales departments of pharmaceutical companies...
Source