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Consumer value co-creation in online business: the case of global travel services

Author

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  • Rasa Smaliukiene
  • Lai Chi-Shiun
  • Indre Sizovaite

Abstract

This paper aims to examine the application of value co-creation approach in online travel service based on service-dominant logic. Drawing on recent works, the research indicates travellers as co-creators of value and emphasizes the development of customer-supplier interaction. The paper presents three case studies to analyse global travel service suppliers' (service providers) behaviour: CouchSurfing International, Inc.; TripAdvisor LLC, AirBnbINc. Case studies analysis is followed by netnographic research of 22 different discussions (1243 records) in online forums related to selected service suppliers. The research findings suggest that value co-creation approach can be effectively used to analyse processes in global online travel service section. The originality of the paper lies in exploring the contribution of co-creation approach which allowed to identify the patterns of actions and behaviour of the online travel service providers and their consumers. As an additional value of the research, it was found that the online travel service providers integrate customer-to-customer interactions as a value co-creation in their platforms using consumers' resources such as time, knowledge and experience.

Suggested Citation

  • Rasa Smaliukiene & Lai Chi-Shiun & Indre Sizovaite, 2015. "Consumer value co-creation in online business: the case of global travel services," Journal of Business Economics and Management, Taylor & Francis Journals, vol. 16(2), pages 325-339, April.
    • Handle: RePEc:taf:jbemgt:v:16:y:2015:i:2:p:325-339
    DOI: 10.3846/16111699.2014.985251
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    References listed on IDEAS

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    1. Payne, Adrian & Storbacka, Kaj & Frow, Pennie & Knox, Simon, 2009. "Co-creating brands: Diagnosing and designing the relationship experience," Journal of Business Research, Elsevier, vol. 62(3), pages 379-389, March.
    2. L. Plé & R. Chumpitaz, 2010. "Not always co-creation: introducing interactional co-destruction of value in service-dominant logic," Post-Print halshs-00588239, HAL.
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    Cited by:

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    4. Ligita Gasparėnienė & Rita Remeikienė & Alius Sadeckas & Romualdas Ginevičius, 2016. "Level and sectors of digital shadow economy: the case of Lithuania," Entrepreneurship and Sustainability Issues, VsI Entrepreneurship and Sustainability Center, vol. 4(2), pages 183-197, December.
    5. Ludovica Moi & Moreno Frau & Francesca Cabiddu, 2018. "Exploring the Role of NVivo Software in Marketing Research," MERCATI & COMPETITIVIT?, FrancoAngeli Editore, vol. 2018(4), pages 65-86.
    6. Surabhi Koul & Sahil Singh Jasrotia & Hari Govind Mishra, 2022. "Value Co-creation in Sharing Economy: Indian Experience," Journal of the Knowledge Economy, Springer;Portland International Center for Management of Engineering and Technology (PICMET), vol. 13(1), pages 387-405, March.

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