Customer co-creation of travel services: The role of company support and customer satisfaction with the co-creation performance |
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Authors: | Ursula S Grissemann Nicola E Stokburger-Sauer |
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Institution: | Department of Strategic Management, Marketing and Tourism, University of Innsbruck, Universitaetsstr. 15, 6020 Innsbruck, Austria |
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Abstract: | The tourism industry is characterized by high-contact services in which co-creation of customers plays a major role. This paper develops a conceptual model of customer co-creation of tourism services and empirically tests this model in a travel agency context. Applying a SEM-approach, company support for customers is found to significantly affect the degree of customer co-creation. The degree of co-creation further positively affects customer satisfaction with the service company, customer loyalty, and service expenditures. A test of the moderating effect of the customers' satisfaction with their own co-creation performance on satisfaction with the service company and on service expenditures suggests that those customers who are satisfied with their co-creation activities spend more on their travel arrangements, but that they are less satisfied with the company. Important implications for co-creation theory and practice in high-contact service industries can be derived. |
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