Drivers and resources of customer co-creation: A scenario-based case in the restaurant industry |
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| Affiliation: | 1. Universitat de València, Avda, Tarongers s/n, 46022, València, Spain;2. Instituto de Tecnología Orientada al Ser Humano (LabHuman), Universitat Politècnica de València, Camino de Vera s/n, Valencia, 46022, Spain;3. Business Organization Department, Universitat de València, Avda, Tarongers s/n, 46022, València, Spain |
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| Abstract: | The aim of this study was to build and test a model that explores customer co-creation by integrating drivers and resources that promote customer co-creation. This study used a scenario-based survey that combines respondents’ personal experiences of dining at a full-service restaurant and their responses to the hypothetical scenario of the co-creation experience. The population of the study was restaurant customers in the United States who visited any full-service restaurant within the previous three months before the survey date. Using convenience sampling, respondents were recruited from the Amazon Mechanical Turk. A total of 501 responses were used for data analysis using a two-step approach of structural equation modeling. This study found that customers with a higher level of knowledge, self-efficacy, and motivation are more likely to participate in the co-creation experience. In addition, the results supported the role of the customer as a resource integrator during the co-creation experience. |
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| Keywords: | Customer co-creation Perceived physical environment Perceived support for customers Knowledge Self-efficacy Motivation |
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