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Customer Satisfaction As An Antecedent To Engagement In Co-Creation Of Value In The Hotel Industry, Andrew Babyak, Laurence Bell
Customer Satisfaction As An Antecedent To Engagement In Co-Creation Of Value In The Hotel Industry, Andrew Babyak, Laurence Bell
Business Educator Scholarship
Purpose - An examination of the existing literature found that no research had been performed examining customer satisfaction as an antecedent to co-creation of value. This is important because organizations have difficulty engaging customers in co-creation of value, which can increase loyalty, trust, innovation, and competitive advantage. The purpose of this study was to examine the relationship between customer satisfaction and its constructs, and engagement in co-creation of value.
Design - Six hypotheses were developed regarding the relationship between customer satisfaction, each of its components, and customer engagement in co-creation of value. A survey was distributed to 256 adults who …