Co-creation and co-destruction of service quality through customer-to-customer interactions

Jiaqi Luo · IpKin Anthony Wong · Brian E. M. King · Matthew Tingchi Liu · GuoQiong Ivanka Huang

145 citations0/0 files storedInternational Journal of Contemporary Hospitality Management

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Service and Product Innovation Diverse Aspects of Tourism Research Customer Service Quality and Loyalty

Abstract

Purpose This study draws on the service-dominant (S-D) logic paradigm to examine value co-creation and co-destruction. As these phenomena are driven by positive and negative “customer-to-customer” (C2C) interactions, this paper aims to examine their influence on tourist perceptions of service quality and how they shape affective responses toward tourism and hospitality services and brand loyalty. Design/methodology/approach Following a comprehensive literature review, the authors used convenience sampling to gather a large sample of tourists at Shanghai Disneyland, a recently opened and already popular international tourism attraction. Structural equation modeling was used to test for direct and moderated relationships. Findings The findings indicated that positive and negative C2C interactions have significant though differential impacts on customer responses. Furthermore, it was found that visitor arousal mediated the relationship between service quality and brand loyalty. Prior experience was identified as a moderator in the co-creation and co-destruction process during service encounters. Practical implications This paper is one of the first to examine the concept of co-destruction in the tourism and hospitality context. It contributes to the literature by demonstrating the merits of proactive service provision by tourism operators, taking account of both the co-creation and co-destruction of value. Originality/value The study extends the literature by taking account of both positive and negative C2C interactions when examining co-creation and co-destruction in the context of service encounters. It also contributes to knowledge by assessing the asymmetry of such interactions in the context of the customer experience.

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References

2003Common method biases in behavioral research: A critical review of the literature and recommended remedies.1988SERVQUAL: A multiple-Item Scale for measuring consumer perceptions of service quality 2007Service-dominant logic: continuing the evolution 1974An approach to environmental psychology 2000Assessing the effects of quality, value, and customer satisfaction on consumer behavioral intentions in service environments 2009Brand Experience: What Is It? How Is It Measured? Does It Affect Loyalty?2007Managing the co-creation of value 2012Critical service logic: making sense of value creation and co-creation

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2021The role of consumer-consumer interaction and consumer-brand interaction in driving consumer-brand engagement and behavioral intentions 2021Value co-destruction: Review and conceptualization of interactive value formation 2023Value co-creation research in tourism and hospitality management: A systematic literature review 2021Toward a conceptual understanding of co-creation in branding 2021Customer experience and brand loyalty in the full-service hotel sector: the role of brand affect

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