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Article
Publication date: 11 November 2013

Manuela Vega-Vazquez, María Ángeles Revilla-Camacho and Francisco J. Cossío-Silva

The greater part of the academic literature coincides in highlighting the positive influence that consumer participation has on the value created in service delivery. In this…

10459

Abstract

Purpose

The greater part of the academic literature coincides in highlighting the positive influence that consumer participation has on the value created in service delivery. In this sense, research stands out which studies the consumer's role as a value co-creator in the service. However, there are few studies which analyze the consequences of co-creation behavior from the customer perspective. This research aims to fill this gap. To do so, it sets out from the measuring of co-creation from the perspective of the customers themselves and proposes that there is a direct relationship between value co-creation behavior and customer satisfaction with the service experience.

Design/methodology/approach

To verify the hypothesis proposed, adults over 18 were personally interviewed. They had to be regular users of firms in the beauty parlor and personal care sector. The data collection finished with 547 duly-completed questionnaires. The SPSS 20 and AMOS 20 statistical programs were used for the data analysis.

Findings

Regarding the causal model proposed, the data confirm the relationship set out in the hypothesis. It can therefore be stated that there is a positive relation between value co-creation and customer satisfaction. It allows a greater comprehension of the value creation process, analyzing the consequences for customer satisfaction. In this sense, the findings of the study suggest that service firms dedicated to personal care should foster the customers' active participation in the value creation process.

Originality/value

The analysis highlights the positive influence which taking part in the value co-creation has on satisfaction. This is the first study that clearly shows this relationship from the empirical point-of-view.

Details

Management Decision, vol. 51 no. 10
Type: Research Article
ISSN: 0025-1747

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Article
Publication date: 31 August 2012

Manuela Vega‐Vázquez, Francisco J. Cossío‐Silva and David Martín‐Ruíz

This study aims to examine the relationship between a firm's market orientation, product innovation success and market performance.

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Abstract

Purpose

This study aims to examine the relationship between a firm's market orientation, product innovation success and market performance.

Design/methodology/approach

Data for the empirical research is obtained from a sample of innovative industrial enterprises based in Andalusia (Southern Spain), all of which were required to have introduced a new product in the preceding three years and to have more than 20 employees. Data collection was conducted by means of a postal survey of 294 firms. The respondents were either the director of the marketing department or the general manager. In all, 85 questionnaires were completed correctly by firms and included in the study, a response rate of 28.91 per cent.

Findings

The results support a positive relationship between market orientation and new product success, providing also partial confirmation of the moderating role of “product newness” in the relationship between market orientation and new product performance.

Originality/value

This work contributes to the literature as follows. First, it addresses the previously neglected question of the influence of MO on dimensions other than organisational performance (in the broad sense). The literature has suggested that MO improves the performance of innovations, but few studies have examined the relationship between MO and the characteristics of new products (such as degree of newness and success); nor have they examined the moderating role of degree of product newness. Second, the study provides empirical evidence that the relationship between MO and product innovation is influenced by the degree of product newness for the market (NM).

Details

Management Decision, vol. 50 no. 8
Type: Research Article
ISSN: 0025-1747

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Article
Publication date: 17 July 2017

Eric Kennedy and Francisco Guzmán

The purpose of this paper is to examine the effects of Millennials’ perceived ability to influence a brand and how this perception about the brand impacts the consumers’ desire to…

1945

Abstract

Purpose

The purpose of this paper is to examine the effects of Millennials’ perceived ability to influence a brand and how this perception about the brand impacts the consumers’ desire to engage in co-creation. Additionally, the paper examines the effects of perceived influence on attitude toward the ad and purchase intention.

Design/methodology/approach

Two studies were developed. In the first study, Millennial consumers identify technology brands they feel they are able to influence and not able to influence. Using the results from Study 1, Study 2, a 2 × 2 between subjects factorial design, is used to test the impact that perceived brand influence has on co-creation, attitude toward the ad and purchase intention.

Findings

The results of this paper offer new insight into consumer co-creation. Instead of co-creation being a constant that a brand can rely on, managers must now consider the attributions that consumers have about the brand. If a brand is perceived as being unable to be influenced, then not only will consumers not engage in co-creation but attitude toward that ad and purchase intention will also decrease.

Research limitations/implications

This paper focuses exclusively on Millennial consumers. While this segment of the population is large and important, validating the results with a national generalizable sample could shed additional insight into the power of the ability to influence on co-creation. The survey was created to mimic an online social media platform that a consumer interacts with on a regular basis. To further verify the test results, additional platforms for co-creation, including company websites and retail settings, could be tested.

Practical implications

If a brand wishes to engage Millennial consumers with active co-creation, then the perception of the brand is important for success. Brand managers must create a perception of the brand that is open to engagement with consumers – which allows for consumers to give input and help to shape the brand. Consumers should become comfortable with the idea of the brand asking for, accepting and implementing feedback from customers.

Originality/value

This paper is the first of its kind to combine attribution theory, theory of reasoned action and co-creation to measure the perceptions that consumers have about a brand. The results of this paper provide valuable insight to the limits and conditions in which co-creation will occur.

Details

Journal of Product & Brand Management, vol. 26 no. 4
Type: Research Article
ISSN: 1061-0421

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Article
Publication date: 11 February 2021

Ali Mursid and Cedric Hsi-Jui Wu

This study aims to elucidate customer participation and value co-creation in enhancing customer loyalty in the context of Umrah travelers. First, it identifies the antecedents of…

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Abstract

Purpose

This study aims to elucidate customer participation and value co-creation in enhancing customer loyalty in the context of Umrah travelers. First, it identifies the antecedents of Umrah travelers’ participation including service brand image, service employee performance and willingness to customize. Second, this study explores the impact of Umrah travelers’ participation in Umrah travelers’ loyalty. Finally, it explores co-creation value (hedonic, refreshment and price) and Umrah travelers’ satisfaction emerging in the relationship between Umrah travelers’ participation and Umrah travelers’ loyalty.

Design/methodology/approach

The survey draws its respondents from Umrah participants in Central Java Province, Indonesia, using the purposive sampling method with 459 samples. Data analysis used confirmatory factor analysis and structural equation modeling.

Findings

The results reveal that service brand image, service employee performance and willingness to customize significantly affect Umrah travelers’ participation. Umrah travelers’ participation has an insignificant effect on Umrah travelers’ loyalty; conversely, Umrah travelers’ participation has a significant effect on co-creation value (hedonic value, refreshment and price). Only the price of the co-creation value has a significant effect on Umrah travelers’ loyalty, while hedonic value and refreshment value do not. Finally, Umrah travelers’ participation directly affects Umrah travelers’ satisfaction, and, in turn, Umrah travelers’ satisfaction impacts Umrah travelers’ loyalty.

Originality/value

This study attempts to elucidate the theory of customer participation and value co-creation in the Umrah travelers setting. It identifies the factor determiner of customer participation from the professional aspects of the company, namely, service brand image, service employee performance and willingness to customize. This study explored the importance of value co-creation and customer satisfaction in enhancing customer loyalty.

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Article
Publication date: 8 May 2018

Tuan Trong Luu, Chris Rowley and Khai Cong Dinh

When public employees demonstrate ambidexterity in serving customers, through efficiently providing customers with current public services as well as exploring ways to create…

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Abstract

Purpose

When public employees demonstrate ambidexterity in serving customers, through efficiently providing customers with current public services as well as exploring ways to create more, new public service solutions for customers, they may activate customers’ co-creating value with the public organization. The purpose of this research is to examine the role of public employees’ individual ambidexterity in promoting customer value co-creation. This research also seeks to investigate the levers behind individual ambidexterity, including ambidextrous leadership as an antecedent and public service motivation (PSM) as an enhancer for the leadership effect.

Design/methodology/approach

Public employees from public legal service agencies and customer companies they had served have been invited to participate and provide data for this research. The data collated have been analyzed using multilevel structural equation modeling approach.

Findings

Ambidextrous leadership was positively associated with frontline public employees’ individual ambidexterity. This positive association was enhanced by PSM among frontline public employees. In turn, frontline public employees’ individual ambidexterity demonstrated a positive link with customer value co-creation through the mediation mechanisms of customer–employee identification and customer–organization identification.

Originality/value

This research extends and marks the convergence between ambidexterity and customer value co-creation research streams.

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Article
Publication date: 13 November 2017

Tuan Trong Luu

The aim of this study is to investigate how corporate social responsibility (CSR) contributes to organizational citizenship behavior for the environment (OCBE) among employees in…

4487

Abstract

Purpose

The aim of this study is to investigate how corporate social responsibility (CSR) contributes to organizational citizenship behavior for the environment (OCBE) among employees in hotel industry. Corporate green brand should be built not only from the provision of green products or services but also from green behavior among employees in their daily activities. This study also seeks the understanding of the moderating effects of corporate entrepreneurship (CE) and employees’ attachment styles on the relationship between CSR and OCBE.

Design/methodology/approach

The data for testing the study model were harvested from respondents in the hotel industry in Vietnam business context.

Findings

The research results unveiled the positive effect of CSR on OCBE and the roles of CE and employee attachment styles in moderating this effect.

Research limitations/implications

Hospitality organizations should integrate CSR initiatives into their sustainable strategy to shape employee OCBE. Entrepreneurial values should also be cultivated among employees to drive them to further respond to CSR initiatives and engage in OCBE.

Originality/value

This study expands CSR and green research streams by identifying the effect of CSR on OCBE among hotel employees as well as moderation mechanisms of CE and employee attachment styles for such an effect.

Details

International Journal of Contemporary Hospitality Management, vol. 29 no. 11
Type: Research Article
ISSN: 0959-6119

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Article
Publication date: 10 January 2019

Hung-Che Wu and Ching-Chan Cheng

The purpose of this paper is to explore the structural relationship between green persistence intentions and their seven drivers – green authenticity, green perceptual evaluation…

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Abstract

Purpose

The purpose of this paper is to explore the structural relationship between green persistence intentions and their seven drivers – green authenticity, green perceptual evaluation, green co-creation, green experiential memorability, green experiential satisfaction, green passionate love and green need for cognition in a green hotel context.

Design/methodology/approach

The data used in this study were based on a sample of 589 customers staying at one green hotel in New Taipei City of Taiwan. The predicted relationship was tested using the structural equation modeling and the hierarchical regression analysis.

Findings

The results indicate that green perceptual evaluation, green co-creation and green experiential memorability influence green experiential satisfaction. Green passionate love is influenced by green experiential satisfaction. Green need for cognition moderates the effect of green experiential satisfaction on green persistence intentions. Green persistence intentions are influenced by green experiential satisfaction and green passionate love.

Practical implications

To increase green authenticity, green perceptual evaluation, green co-creation, green experiential memorability, green experiential satisfaction, green passionate love, green need for cognition and green persistence intentions, the study findings will help green hotels to develop and implement market-orientated product and/or service strategies.

Originality/value

This paper provides data that lead to a better understanding of the relationships among green authenticity, green perceptual evaluation, green co-creation, green experiential memorability, green experiential satisfaction, green passionate love, green need for cognition and green persistence intentions in a green hotel context.

Details

Asia Pacific Journal of Marketing and Logistics, vol. 31 no. 1
Type: Research Article
ISSN: 1355-5855

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Article
Publication date: 16 October 2017

Rujirutana Mandhachitara and Siriporn (NaPombhejara) Allapach

This paper investigates how affirmative leadership management styles, market orientation and marketing intelligence drive the performance of small business enterprises in Bangkok…

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Abstract

Purpose

This paper investigates how affirmative leadership management styles, market orientation and marketing intelligence drive the performance of small business enterprises in Bangkok, Thailand.

Design/methodology/approach

Small business performance is a formative measurement consisting of financial and marketing metrics. Other constructs are reflective. Some 200 manager-owners of small businesses were interviewed. The authors use structural modeling, partial least squares (PLS).

Research limitations/implications

The data were collected from two of 50 districts in Bangkok. The study is cross-sectional. Performance measures were self-reported.

Practical implications

Building and exercising affirmative leadership skills and behaviors in small business operations is crucial. Small businesses should focus their recruitment on this quality. Affirmative leaders must create and promote a systematic approach to gathering and analyzing market intelligence on customers and competitors and utilize this strategically.

Originality/value

This empirical paper establishes two important mediating roles of market orientation. First, affirmative leadership is necessary to motivate a market-oriented enterprise in its successful performance. Second, marketing intelligence contributes to business performance when it is driven by market orientation.

Details

Journal of Research in Marketing and Entrepreneurship, vol. 19 no. 2
Type: Research Article
ISSN: 1471-5201

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Article
Publication date: 28 January 2020

Tosin Tiamiyu, Farzana Quoquab and Jihad Mohammad

The demand for Airbnb is at a peak in Malaysia with 137% of yearly growth. As such, it is indeed important to understand what makes tourists to switch to Airbnb. However, little…

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Abstract

Purpose

The demand for Airbnb is at a peak in Malaysia with 137% of yearly growth. As such, it is indeed important to understand what makes tourists to switch to Airbnb. However, little has been known about this issue in the existing literature. Considering this, the present study aims to shed some light on the factors that drive tourists to switch to Airbnb. More specifically, the objectives of this study are to examine the direct effects of price unfairness and alternative attractiveness on psychological engagement, and to examine the direct effect as well as the mediating effect of psychological engagement towards tourists’ switching intention in the context of Malaysian Airbnb.

Design/methodology/approach

By considering the attribution theory, this study developed and tested a framework to examine tourists’ switching intentions. A Web-based survey was designed to collect the data which yielded 162 complete and usable responses. Structural equation modelling, more particularly, partial least squares (SmartPLS, version 3) technique was used to analyze the data.

Findings

The results revealed that price unfairness negatively affects psychological engagement, which in turn negatively affects tourists’ switching intention. However, no significant relationship was found between alternative attractiveness and psychological engagement. Additionally, psychological engagement mediated the relationship between “price unfairness and tourists’ switching intention”, but not between “alternative attractiveness and tourists’ switching intention.”

Practical implications

It is expected that the findings of this study will enable the hoteliers to better understand the impact of perceived unfairness, alternative attractiveness and psychological engagement in provoking tourists to switch to Airbnb services. It eventually will assist them in improving their offerings and services accordingly.

Originality/value

The discussion on Airbnb is quite new in the tourism literature. This study is among the pioneers to highlight the switching intention towards Airbnb in the Malaysian market. Guided by the attribution theory, this study developed and tested comparatively new linkages. More specifically, no prior study has considered psychological engagement as the antecedent of the switching intention which this study attempted to address. Additionally, this is a prior study that examines the mediating effect of psychological engagement between price unfairness, alternative attractiveness and switching intention.

Details

International Journal of Tourism Cities, vol. 6 no. 1
Type: Research Article
ISSN: 2056-5607

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Article
Publication date: 16 March 2015

Tsai-Ju Liao

The purpose of this paper is to explore the cluster effect by decomposing the broad category of “clusters” into cluster size and technological knowledge spillovers. Further, this…

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Abstract

Purpose

The purpose of this paper is to explore the cluster effect by decomposing the broad category of “clusters” into cluster size and technological knowledge spillovers. Further, this study questions whether all foreign firms benefit equally from participation in geographic clusters. Specifically, the paper examines the moderating roles of local ownership ties and a local market orientation with respect to the benefits of cluster size and technological knowledge spillover.

Design/methodology/approach

Using the Database of Enterprises in China, this study examines a sample of 2,200 Taiwanese manufacturing firms operating in China from 2005 to 2007.

Findings

The paper found that increased cluster size and technological knowledge spillovers help to enhance foreign firms’ financial performance. The analysis also shows that local ownership ties and a local market orientation have a positive moderating effect on the relationship between cluster size, technological knowledge spillovers, and performance.

Originality/value

This study distinguishes between the effects of cluster size and technological knowledge spillovers, which is an important step toward demystifying the “black box” of cluster benefits. Further, due to the liability of foreignness and the lack of legitimacy that foreign firms face when operating in emerging economies, this study integrates the cluster perspective and the legitimacy perspective to discuss whether foreign firms can actively adopt strategic behaviors that will help to improve their legitimacy and enable them to better capture potential cluster benefits.

Details

Management Decision, vol. 53 no. 2
Type: Research Article
ISSN: 0025-1747

Keywords

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