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Co-creation and co-destruction of service quality through customer-to-customer interactions: Why prior experience matters

Jiaqi (Gemma) Luo (School of Business, East China Normal University, Shanghai, China)
IpKin Anthony Wong (School of Tourism Management, Sun Yet-sen University, Zhuhai, China)
Brian King (School of Hotel and Tourism Management, Hong Kong Polytechnic University, Kowloon, Hong Kong)
Matthew Tingchi Liu (Faculty of Business Administration, University of Macau, Taipa, Macau)
GuoQiong Huang (School of Tourism Management, Sun Yat-sen University, Guangzhou, Guangdong, China)

International Journal of Contemporary Hospitality Management

ISSN: 0959-6119

Article publication date: 10 April 2019

Issue publication date: 30 April 2019

4336

Abstract

Purpose

This study draws on the service-dominant (S-D) logic paradigm to examine value co-creation and co-destruction. As these phenomena are driven by positive and negative “customer-to-customer” (C2C) interactions, this paper aims to examine their influence on tourist perceptions of service quality and how they shape affective responses toward tourism and hospitality services and brand loyalty.

Design/methodology/approach

Following a comprehensive literature review, the authors used convenience sampling to gather a large sample of tourists at Shanghai Disneyland, a recently opened and already popular international tourism attraction. Structural equation modeling was used to test for direct and moderated relationships.

Findings

The findings indicated that positive and negative C2C interactions have significant though differential impacts on customer responses. Furthermore, it was found that visitor arousal mediated the relationship between service quality and brand loyalty. Prior experience was identified as a moderator in the co-creation and co-destruction process during service encounters.

Practical implications

This paper is one of the first to examine the concept of co-destruction in the tourism and hospitality context. It contributes to the literature by demonstrating the merits of proactive service provision by tourism operators, taking account of both the co-creation and co-destruction of value.

Originality/value

The study extends the literature by taking account of both positive and negative C2C interactions when examining co-creation and co-destruction in the context of service encounters. It also contributes to knowledge by assessing the asymmetry of such interactions in the context of the customer experience.

Keywords

Citation

Luo, J.(G)., Wong, I.A., King, B., Liu, M.T. and Huang, G. (2019), "Co-creation and co-destruction of service quality through customer-to-customer interactions: Why prior experience matters", International Journal of Contemporary Hospitality Management, Vol. 31 No. 3, pp. 1309-1329. https://doi.org/10.1108/IJCHM-12-2017-0792

Publisher

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Emerald Publishing Limited

Copyright © 2019, Emerald Publishing Limited

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