What is it about?
Hotels can strengthen their competitiveness by expanding their innovation process beyond the boundaries of the firm to exploit the valuable knowledge and skills of their customers. This study examines the effects of new service (NS) co-creation with customers in the hotel industry on NS performance, as well as the moderating role of top management support. The research also explores the main barriers faced by hotels to co-create service innovations.
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Why is it important?
By using partial least squares structural equation modelling our results indicate that Customer co-creation exerts a direct impact on NS market outcomes and NS development (NSD) speed, which in turn favours NS quality. NS quality translates into better NS customer-related outcomes as well as in improved NS market outcomes. Top management support enhances the effect of Customer co-creation on the NSD speed. The main barrier to NS co-creation in hotels is to find customers interested in devoting time to this activity or with the appropriate knowledge and experience.
Perspectives
The present study recognizes, according to the principles of S-DL, the essential role that customers play in the provision of services, and their ability to provide the firms with invaluable knowledge to guide the NSDP. From this perspective, the research examines in a sample of hotels the influence of Customer co-creation on two types of measures: from an internal perspective, the operational measures, relating to how well the innovation process is developed in terms of NSD speed and NS quality; and from an external viewpoint, the NS success in terms of customer and market outcomes. This has been a pioneering study in regards to both its quantitative analysis of Customer co-creation in a sample of hotel firms and its combination of different performance indicators of the innovation process.
Dr José Ángel López Sánchez
Universidad de Extremadura
Read the Original
This page is a summary of: Co-creation with clients of hotel services: the moderating role of top management support, Current Issues in Tourism, September 2015, Taylor & Francis,
DOI: 10.1080/13683500.2015.1078781.
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