Customer acceptance of four types of hospitality value propositions |
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| Affiliation: | 1. University of Hawaiʻi at Mānoa, School of Travel Industry Management, 2560 Campus Road, George Hall 345, Honolulu, HI, 96822, United States;2. William F. Harrah College of Hospitality, University of Nevada, Las Vegas, 4505 Maryland Parkway Box 6017, Las Vegas, NV, 89154-6017, United States;1. Howard Feiertag Department of Hospitality and Tourism Management, Pamplin College of Business, Virginia Tech, Blacksburg, VA, 24061, United States;2. Department of Management, College of Business, Polytechnic University of Cartagena, 3 Real St, Cartagena, 30201, Spain;3. Vice-dean of Institutional Relations and Employability, College of Law, Economics, and Tourism, University of Lleida, Campus de Cappont, 73 Jaume II St, 73, Lleida, 25001, Spain;1. Department of Management, Information Systems and Entrepreneurship, Washington State University, Tri-Cities, United States;2. School of Hospitality Business Management, Washington State University, Tri-Cities, United States;1. University of North Texas, 1155 Union Circle, #311100, Denton, TX 76203-5017, USA;2. Temple University, 1810 N.13th Street, Speakman Hall 304, Philadelphia, PA 19122, USA |
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| Abstract: | Although how successful hospitality companies create value propositions has received some interest, how and why customers accept value propositions remains largely unknown. Grounded in theory of acceptance and service-dominant logic, this study examined consumers’ psychological mechanism of acceptance of value propositions at different points of exchange, and investigated the impact of value propositions acceptance on customers’ well-being and perceptions of service advantage. Online respondents (N = 180) assessed four hospitality value propositions: innovation, marketing, production, and recovery. Repeated-measures ANOVA and PROCESS Model analyses revealed that customers accepted value propositions cognitively, emotionally, normatively, and behaviorally, positively influencing subjective well-being and perceptions of firm’s service advantage. Service production and recovery value propositions had higher acceptance compared to innovation and marketing. This study is the first to empirically illustrate the complex process of customer value proposition acceptance and the effects on personal and organizational outcomes. Theoretical and practical implications are provided. |
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| Keywords: | Value propositions Theory of acceptance Well-being Competitive service advantage Service-dominant logic |
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