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Value Co-Creation in Travel Industry: Examining the Impact of Operand and Operant Resources on Actor Experience

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  • Amna Tariq, Yasir Rashid, Ansar Waseem

    (University of Management and Technology)

Abstract

Value creation has now transformed into customer-centric approach. Its focus has shifted towards the free will of customers and they are being engaged into value co-creation by means of different platforms. However within this research, experiential innovation and human experiences have received little attention and very few studies have empirically investigated resource integration. This study explains the value co-creation process within the travel industry by examining the impact of operand and operant resources on customer experiences. Data was collected from 215 customers who had previously used the services of travel agents. The results indicate that both operand and operant resources are important in managing customer experience. This study establishes the importance of human experience in creating value and guides modern firms to adopt service dominant logic instead of good dominant logic.

Suggested Citation

  • Amna Tariq, Yasir Rashid, Ansar Waseem, 2020. "Value Co-Creation in Travel Industry: Examining the Impact of Operand and Operant Resources on Actor Experience," Journal of Management Sciences, Geist Science, Iqra University, Faculty of Business Administration, vol. 7(1), pages 31-46, March.
    • Handle: RePEc:gei:journl:v:7:y:2020:i:1:p:31-46
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    References listed on IDEAS

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