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Title: Co-creating value with customers : a study of mobile hotel bookings in China
Authors: Wu, J 
Law, R 
Liu, J
Keywords: China
Hotel booking
Mobile app
Service-dominant logic
Value co-creation
Issue Date: 2018
Publisher: Emerald Group Publishing Limited
Source: International journal of contemporary hospitality management, 2018, v. 30, no. 4, p. 2056-2074 How to cite?
Journal: International journal of contemporary hospitality management 
Abstract: Purpose: This study aims to develop a framework to explain the reciprocity of the value co-creation process in mobile hotel booking context and to clarify values for customer and supplier.
Design/methodology/approach: A research framework was developed based on the previous literature to derive insights on value co-creation process. Online surveys were conducted among mobile hotel bookers in China. Confirmatory factor analysis and structural equation modeling were used to test the proposed framework.
Findings: The findings suggested that suppliers should improve the values for customers (functionality, usability and perceived value) to achieve values for themselves [customer lifetime value (CLV), customer knowledge value (CKV), customer referral value (CRV) and customer influencer value (CIV)]. The relation between satisfaction and CLV was moderated by the CIV from other customers.
Practical implications: Suppliers should enhance customer value from the aspects of functionality, usability and perceived value to earn a competitive advantage. Moreover, for suppliers, non-transactional values such as other CIV play an increasingly critical role apart from economic value for development.
Originality/value: This study not only added empirical analysis on value co-creation in m-Tourism but also extended the current literature by validating a research model which integrates website evaluation research with Kumar et al. (2010)’s customer engagement value framework. Instead of serving as a mediator, mobile app was regarded as one of the indispensable actors involved in value co-creation.
ISSN: 0959-6119
EISSN: 1757-1049
DOI: 10.1108/IJCHM-08-2016-0476
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