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Co-creation with clients of hotel services: the moderating role of top management support

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  • María Leticia Santos-Vijande
  • José Ángel López-Sánchez
  • Primitiva Pascual-Fernández

Abstract

Hotels can strengthen their competitiveness by expanding their innovation process beyond the boundaries of the firm to exploit the valuable knowledge and skills of their customers. This study examines the effects of new service (NS) co-creation with customers in the hotel industry on NS performance, as well as the moderating role of top management support. The research also explores the main barriers faced by hotels to co-create service innovations. Partial least squares structural equation modelling results indicate that Customer co-creation exerts a direct impact on NS market outcomes and NS development (NSD) speed, which in turn favours NS quality. NS quality translates into better NS customer-related outcomes as well as in improved NS market outcomes. Top management support enhances the effect of Customer co-creation on the NSD speed. The main barrier to NS co-creation in hotels is to find customers interested in devoting time to this activity or with the appropriate knowledge and experience.

Suggested Citation

  • María Leticia Santos-Vijande & José Ángel López-Sánchez & Primitiva Pascual-Fernández, 2018. "Co-creation with clients of hotel services: the moderating role of top management support," Current Issues in Tourism, Taylor & Francis Journals, vol. 21(3), pages 301-327, February.
    • Handle: RePEc:taf:rcitxx:v:21:y:2018:i:3:p:301-327
    DOI: 10.1080/13683500.2015.1078781
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    Cited by:

    1. Jessica Bosisio, 2024. "A research landscape on customer co-creation value: a systematic literature network analysis," Italian Journal of Marketing, Springer, vol. 2024(3), pages 339-368, September.
    2. Bernardo Gala-Velásquez & Américo Hurtado-Palomino & Angela Y. Arredondo-Salas, 2023. "Organisational Flexibility and Innovation Performance: The Moderating Role of Management Support," Global Journal of Flexible Systems Management, Springer;Global Institute of Flexible Systems Management, vol. 24(2), pages 219-234, June.
    3. Biconne, Valentina & Colombelli, Alessandra, 2024. "Needs and Barriers of Innovation and Coordination Perceived by DMOs, Trade Associations and Tourism Consortia," Department of Economics and Statistics Cognetti de Martiis. Working Papers 202417, University of Turin.
    4. Muhammad Zeeshan Fareed & Qin Su & Najam Abbas Naqvi & Rida Batool & Muhammad Umer Aslam, 2023. "Transformational Leadership and Project Success: The Moderating Effect of Top Management Support," SAGE Open, , vol. 13(3), pages 21582440231, August.
    5. Mariia Bordian & Irene Gil-Saura & Gloria Berenguer-Contri & María-Eugenia Ruiz-Molina & Antonio Marín-García, 2024. "Boost effect of sustainable practices and relational innovation on value co-creation and brand equity: outcomes of hotel size moderation," Journal of Marketing Analytics, Palgrave Macmillan, vol. 12(3), pages 717-733, September.

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