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Value Co-Creation Propositions: A Self-Determination Theory Of Customer Acceptance, Trust And Wellbeing, Lenna V. Shulga

UNLV Theses, Dissertations, Professional Papers, and Capstones

With the emergence of shared business models, hospitality and tourism consumers are faced with the decision to accept value propositions from various service providers, including traditional, collaborative and shared. Grounded in service-dominant logic, theory of acceptance, theory of value, self-determination theory and generational theory, this dissertation examines why consumers accept value propositions from service providers and what drives customers to collaborate with front-line employees. The research uses three studies that utilized a destination resort context with a mixed factorial equal cells experimental design. Study 1 utilized a 3 (generations) x 3 (business models) x 4 (value propositions) factorial between-within subjects …