Are Customers Really Co-creator of Value Propositions? Exploring Value Co-Creation Behaviour in Boutique Hotel Context
The study examined whether customers would exhibit value co-creation behaviour intention after their satisfying service experiences in the boutique hotel context by quantitative research method. Hospitableness should contribute to customer satisfaction, and perceived value and satisfaction should predict customer citizenship behaviour. A self-administered online survey was utilized to collect data from boutique hotels in Pingyao, China. The empirical results found that satisfaction positively influences on feedback, helping, tolerance and advocacy behaviour; perceived value mediates the relationship between hospitableness and satisfaction; customer citizenship behaviour is moderate by income and marital status. The theoretical and practical insights are provided for boutique hotel practitioners, and future studies have discussed for academics.