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The effect of servant leadership on customer value co-creation: A cross-level analysis of key mediating roles

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  • Hsiao, Chan
  • Lee, Yi-Hsuan
  • Chen, Wan-Jun

Abstract

This study ascertained the effects of servant leadership on customer value co-creation (CVC) through key mediating roles in the hotel industry. We systematically integrated the three levels of organization, employee, and customer to investigate how servant leadership stimulates CVC through the key mediating roles of the positive psychological capital (PPC) and service-oriented organizational citizenship behavior (SOOCB) of employees. Hierarchical linear models were adopted for cross-level analyses, targeting 30 hotels in Taiwan. A total of 650 questionnaires was distributed, and 493 valid questionnaires were retrieved. This study provided three major contributions: (a) This study asserted that servant leadership can systematically stimulate CVC. (b) We shifted the discussions on CVC to the hotel industry, verifying that PPC and SOOCB play the key mediating roles. (c) Finally, this study adopted hierarchical linear models to conduct a cross-level analysis on the relationships among organizations, employees, and customers.

Suggested Citation

  • Hsiao, Chan & Lee, Yi-Hsuan & Chen, Wan-Jun, 2015. "The effect of servant leadership on customer value co-creation: A cross-level analysis of key mediating roles," Tourism Management, Elsevier, vol. 49(C), pages 45-57.
    • Handle: RePEc:eee:touman:v:49:y:2015:i:c:p:45-57
    DOI: 10.1016/j.tourman.2015.02.012
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    Cited by:

    1. Yucheng Zhang & Yuyan Zheng & Long Zhang & Shan Xu & Xin Liu & Wansi Chen, 2021. "A meta-analytic review of the consequences of servant leadership: The moderating roles of cultural factors," Asia Pacific Journal of Management, Springer, vol. 38(1), pages 371-400, March.
    2. Trong Tuan Luu, 2019. "CSR and Customer Value Co-creation Behavior: The Moderation Mechanisms of Servant Leadership and Relationship Marketing Orientation," Journal of Business Ethics, Springer, vol. 155(2), pages 379-398, March.
    3. Michiel Frederick Coetzer & Mark Bussin & Madelyn Geldenhuys, 2017. "The Functions of a Servant Leader," Administrative Sciences, MDPI, vol. 7(1), pages 1-32, February.
    4. Anthony Okoeguale, 2023. "Brand Value Co-creation Revisited: A Critical Review of Studies," Academic Journal of Interdisciplinary Studies, Richtmann Publishing Ltd, vol. 12, March.
    5. Amin, Muhammad & Khan, Imran & Shamim, Amjad & Ting, Ding Hooi & Jan, Amin & Abbasi, Amir Zaib, 2024. "Employee motivations in shaping customer value co-creation attitude and behavior: Job position as a moderator," Journal of Retailing and Consumer Services, Elsevier, vol. 79(C).
    6. Taegoo Terry Kim & Osman M. Karatepe & Gyehee Lee, 2018. "Psychological contract breach and service innovation behavior: psychological capital as a mediator," Service Business, Springer;Pan-Pacific Business Association, vol. 12(2), pages 305-329, June.
    7. Christian Narh Opata & Wen Xiao & Angela Abena Nusenu & Stephen Tetteh & Tettey-Wayo John Narh, 2020. "Customer Value Co-Creation in the Automobile Industry: Antecedents, Satisfaction, and Moderation," SAGE Open, , vol. 10(3), pages 21582440209, August.
    8. Sandra Misiak-Kwit & Małgorzata Wiścicka-Fernando & Kelaniyage Shihan Dilruk Fernando, 2021. "The Symbiotic Mutualism between Co-Creation and Entrepreneurship," Sustainability, MDPI, vol. 13(11), pages 1-12, June.
    9. Yuan Lee & Insin Kim, 2019. "A value co-creation model in brand tribes: the effect of luxury cruise consumers’ power perception," Service Business, Springer;Pan-Pacific Business Association, vol. 13(1), pages 129-152, March.
    10. Mukti Clarence & Viju P. D. & Lalatendu Kesari Jena & Tony Sam George, 2021. "Predictors of Positive Psychological Capital: An Attempt Among the Teacher Communities in Rural Jharkhand, India," Management and Labour Studies, XLRI Jamshedpur, School of Business Management & Human Resources, vol. 46(2), pages 139-160, May.
    11. Busser, James A. & Shulga, Lenna V., 2018. "Co-created value: Multidimensional scale and nomological network," Tourism Management, Elsevier, vol. 65(C), pages 69-86.
    12. Cheng, Ru & Tao, Lei & Wang, Qiang & Zhao, Xiande, 2023. "The impact of value co-creation orientation on radical service innovation: Exploring a serial mediation mechanism," International Journal of Production Economics, Elsevier, vol. 262(C).
    13. Hsu-Hsin Chiang & Tzu-Shian Han & David McConville, 2020. "A multilevel study of brand-specific transformational leadership: employee and customer effects," Journal of Brand Management, Palgrave Macmillan, vol. 27(3), pages 312-327, May.

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