Value co-creation among hotels and disabled customers: An exploratory study |
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Authors: | Susana Navarro Luisa Andreu Amparo Cervera |
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Institution: | 1. Universidad Europea de Valencia, General Elio, 46010 Valencia, Spain;2. University of Valencia, Facultat d''Economia, Department of Marketing, Av. Naranjos, 46022 Valencia, Spain |
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Abstract: | This study examines how service supplier and buyer value co-creation influences buyers' attitudes toward service providers. Service-dominant logic is a prevalent concept in the services industry, providing an important marketing theory in which intangible resources, co-creation of value, and relationships are the keys to determining marketing exchanges. This research describes a model for analyzing value co-creation management in the hotel industry, focusing on the specific market segment of disabled customers. This framework helps foster value co-creation to increase the benefits for participants during each stage of their relationship. The paper also presents the managerial implications of the research findings. |
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Keywords: | Value co-creation Service-dominant logic Disabled customers Hospitality industry |
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