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Why does customer co-creation improve new travel product performance?

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  • Tseng, Fang-Mei
  • Chiang, Lan-Lung (Luke)

Abstract

Customer co-creation of new products/services can enhance the success of offerings; however, the results of previous studies are controversial. Using data from 161 responses, the study applies fuzzy set/qualitative comparative analysis (fsQCA) and hierarchical regression analyses to determine the influence of the moderators between customer co-creation of travel products and new product performance, with a solid ground on a theoretical framework deriving from resource-based view (RBV) theory. The results indicate that the relationship between customer co-creation and new product performance hinges upon the moderating effects of organizational culture and communication quality. The study contributes to the theoretical understanding of customer co-creation in the success of new travel products and offers practical suggestions for industry practitioners.

Suggested Citation

  • Tseng, Fang-Mei & Chiang, Lan-Lung (Luke), 2016. "Why does customer co-creation improve new travel product performance?," Journal of Business Research, Elsevier, vol. 69(6), pages 2309-2317.
    • Handle: RePEc:eee:jbrese:v:69:y:2016:i:6:p:2309-2317
    DOI: 10.1016/j.jbusres.2015.12.047
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