Designing a Service Innovation Model Based on Customer Value Co-creation in the Hospitality Industry | ||
| مدیریت بازرگانی | ||
| Volume 15, Issue 2, 2023, Pages 350-388 PDF (692.69 K) | ||
| Document Type: Research Paper | ||
| DOI: 10.22059/jibm.2022.344604.4393 | ||
| Authors | ||
| Meysam Fakharyan1; Ali Hosseinzadeh* 2; Hadi Bastam3 | ||
| 1PhD. Candidate, Department of Management, Torbat Heydariye Branch, Islamic Azad University, Torbat Heydariye, Iran. | ||
| 2Assistant Prof., Department of Management, Torbat Heydariye Branch, Islamic Azad University, Torbat Heydariye, Iran. | ||
| 3Assistant Prof., Department of Business Management, Tabaran Institute of Higher Education, Mashhad, Iran. | ||
| Abstract | ||
| Objective Innovation is an important factor influencing customers' desire to co-create value. Innovation can stimulate the motive and interest of organizations (here hotels) to co-create value with their customers. Hence, innovation is an antecedent variable affecting customers' desire to co-create service experiences. The present research is to design a service innovation model based on customer value co-creation in the hospitality industry of Iran. Methodology The present research is a fundamental and exploratory one. To collect data, a semi-structured in-depth interview was used along with library studies. The population of the research included those active in the hospitality service, marketing experts, and academic professors. To choose the experts, the snowball sampling method was applied. The selected 14 experts were interviewed according to the data adequacy. Findings Analyzing the interviews, final codes were extracted including 87 concepts and 29 main items. Finally, using the systematic approach in the data-based theory, the identified codes were classified into six core classifications including central phenomenon, causal conditions, contextual conditions, intervening conditions, strategies, and consequences. Conclusion The results identified the causal items as the development of online communication infrastructures, the adaptation of hotel processes and services to the customer tastes and needs, open innovation, and competition dynamism. The central items included obtaining productive knowledge, customer perception of superior services, visualization of customer experience, customer suggestions for improvement, verbal advertisement, customer-to-customer interaction, customer interaction with the service provider, and customer interaction with the physical and social service environment. The strategic items included launching a customer club, service innovativeness, market orientation, and development of interaction with customers. The contextual items included hotel structure, communication structure, cultural capital, and team orientation. The intervening items included political factors, social-cultural factors, economic factors, management barriers, and lack of support by government and public institutions. The consequential items included improvement of service quality, reduction of expenses and increase in incomes, customer retention, and service development. Hence, special attention must be given to these items to succeed in the service innovation based on customer value co-creation. | ||
| Keywords | ||
| Service innovation; Customer value co-creation; Hospitality industry | ||
| References | ||
|
Ahmadizad, A., Kafcheh, P., Rostami, E. (2021). Consequences of customer participation in order to create new products in the tourism industry. Tourism and Development, 10 (3). 229- 245. (in Persian) Ali, F., Hussain, K. & Omar, R. (2016). Diagnosing customers experience, emotions and satisfaction in Malaysian resort hotels. European Journal of Tourism Research, 12, 25-40. Amini, A., Dolatshah, P., Fattahi, H. R., Danesh, M. (2019). Path analysis from marketing innovation to brand equity in the restaurant industry. Tourism and Development, 8 (1), 120-139. (in Persian) Avlonitis, G.J., Papastathopoulou, P.G. & Gounaris, S.P. (2001). An empirically-based typology of product innovativeness for new financial services: success and failure scenarios. Journal of Product Innovation Management, 18(5), 324-342. Bagherzadeh, R., Monika, R., Shuqin, W., Jose Luis, S.T. (2020). The journey from customer participation in service failure to co-creation in service recovery. Journal of Retailing and Consumer Services, 54 (4), 255–274. Barreda, A., Bilgihan, A., Nusair, K. & Okumus, F. (2015). Generating brand awareness in Online Social Networks. Computers in Human Behavior, 50(5), 600-609. Bazargan, A. (2008). Introduction to Qualitative and Mixed Research Methods: Common Approaches in Behavioral Sciences. Tehran: Didar Publications. (in Persian) Benkler, Y. (2016). The Wealth of Networks: How Social Production Transforms Markets and Freedom. Yale University Press, New Haven. Berry, L.L., Shankar, V., Parish, J.T., Cadwallader, S. & Dotzel, T. (2006), Creating new markets through service innovation. MIT Sloan Management Review, 47(2), 56-63. Bettencourt, L.A. (1997). Customer voluntary performance: customers as partners in service delivery. Journal of Retailing, 73 (3), 383–406. Binder, P., Mair, M., Stummer, K., Kessler, A. (2016). Organizational innovativeness and its results: a qualitative analysis of SME hotels in Vienna. Journal of Hospitality & Tourism Research, 40 (3), 339–363. Bowden, J.L.H. (2014). The Process of Customer Engagement: A Conceptual Framework. Journal of Marketing Theory and Practice, 17 (1), 63–74. Brotherton, B. (2004). Critical success factors in UK budget hotel operations, International Journal of Operations & Production Management, 24(9), 944-969. Buhalis, D., Foerste, M. (2015). SoCoMo marketing for travel and tourism: empowering cocreation of value. Journal of Destination Marketing & Management, 4 (3), 151–161. Cabiddu, F., Lui, T.W., Piccoli, G. (2013). Managing value co-creation in the tourism industry. Annals of Tourism Research, 42, 86–107. Carbonell, P., Rodríguez-Escudero, A., & Devashish, P. (2009). Customer Involvement in New Service Development: An Examination of Antecedents and Outcomes. Journal of Product Innovation Management, 26(5), 536-550. Celata, F., Hendrickson,. C. Y., Sanna, V. S. (2017). The sharing economy as community marketplace? Trust, reciprocity and belonging in peer-to-peer accommodation platforms. Computers in Human Behavior, 10(2), 349-363. Chan, K.W., Yim, C.K. & Lam, S.S. (2010). Is customer participation in value creation a double-edged sword? Evidence from professional financial services across cultures. Journal of Marketing, 74 (3), 48–64. Chesbrough, H. (2003). The era of open innovation. MIT Sloan Management Review, 44(3), 35–41. Clauss, T., Kesting, T., Naskrent, J. (2018). A rolling stone gathers no moss: the effect of customers’ perceived business model innovativeness on customer value co‐creation behavior and customer satisfaction in the service sector. R&D Manage, 49 (2), 180–203. Dadkhah, S., Hosseini, S. S., Haj Ghasemi Ardabili, E. (2015). The role of cultural and social factors in the development of tourism industry (Case study: Sarein city). The first national conference on sustainable tourism with the approach of sports tourism, health and environment. Ardabil-Institute for Supporters of the Ideal Environment. (in Persian) De Keyser, A., Köcher, S., Alkire, L., Verbeeck, C., Kandampully, J (2019). Frontline Service Technology infusion: conceptual archetypes and future research directions. Journal of Service Management, 30 (1), 156–183. Den Hertog, P., Van der Aa, W. & De Jong, M.W. (2010). Capabilities for managing service innovation: towards a conceptual framework, Journal of Service Management, 21(4), 490-514. Divisekera, S., & Nguyen, V. K. (2018). Determinants of innovation in tourism evidence from Australia. Tourism Management, 67, 157–167. Duverger, P. (2012). Using dissatisfied customers as a source for innovative service ideas. Journal of Hospitality & Tourism Research, 36(4), 537–563. Felin, T. & Zenger, TR. (2014). Closed or open innovation? Problem solving and the governance choice. Research Policy, 43(5), 914-925. Fellessona, M. & Salomonson, N. (2016). The expected retail customer: Value co-creator, co-producer or disturbance? Journal of Retailing and Consumer Services, 30(1), 204-211. Fu, F.Q., Elliott, M.T. (2013). The moderating effect of perceived product innovativeness and product knowledge on new product adoption: an integrated model. Journal of Marketing Theory and Practice. 21 (3), 257–272. Gadrey, J., Gallouj, F. & Weinstein, O. (1995). New modes of innovation: how services benefit industry, International Journal of Service Industry Management, 6(3), 4-16. Ghiasabadi Farahani, M., Ghaffari Ashtiani, P., Qalipour Fereydoni, S., Shababi, H. (2021). Identify the factors affecting the desire to buy green packaging. Packaging Science and Technology, 12 (45). 6- 21. (in Persian) Gomezelj, D.O. (2018). A systematic review of research on innovation in hospitality and tourism International Journal of Contemporary Hospitality Management, 28 (3), 516–558. Grayson, D. (2011). Embedding corporate responsibility and sustainability: marks & Spencer. J. Manage. Dev., 30 (10), 1017–1026. Grönroos, C. (2012). Conceptualising value co-creation: A journey to the 1970s and back to the future. Journal of Marketing Management, 28(13/14), 1520-1534. Hamzaian, A., Maleki Minbash Razgah, M., Bagheri Qarabolagh, H., Einali, M. (2018). The effect of leadership styles on innovative behavior: The moderating role of job conflict. Human Resource Studies, 9 (2). (in Persian) Heidenreich, S., Handrich, M. (2015). Adoption of technology-based services: the role of customers’ willingness to co-create. Journal of Service Management, 26 (1), 44–71. Herhausen, D., Ludwig, S., Grewal, D., Wulf, J. & Schoegel, M. (2019). Detecting, Preventing, and Mitigating Online Firestorms in Brand Communities. Journal of marketing, 83(3), 1-21. Hjalager, A-M. (2010). A review of innovation research in tourism, Tourism Management, 31(1), 1-12. Hollebeek, L.D., Andreassen, T.W. (2018). The SD logic-informed “hamburger” model of service innovation and its implications for engagement and value. Journal of Service Marketing, 32 (1), 1–7. Hu, M.L.M., Horng, J.S., Sun, Y.H.C. (2009). Hospitality teams: knowledge sharing and service innovation performance. Tourism Management, 30 (1), 41–50. Hult, G.T.M., Hurley, R.F., Knight, G.A. (2004). Innovativeness: its antecedents and impact on business performance. Industrial Marketing Management, 33 (5), 429–438. Hwang, J., Lee, J.S., Kim, H. (2019). Perceived innovativeness of drone food delivery services and its impacts on attitude and behavioral intentions: the moderating role of gender and age. International Journal of Hospitality Management. 81, 94–103. Irani, A. R., Farhangi, A. A., Mehregan, M. R., Irani, S. (2018). Provide a model of inclusive participation in the tourism market. Business Management, 10 (4), 889- 904. (in Persian) Jaakkola, E., Helkkula, A., Aarikka-Stenroos, L. (2015). Service experience co-creation: conceptualization, implications, and future research directions. Journal of Service Management, 26 (2), 182–205. Jawashi Jadid, S., Taherikia, F., Jalali, S. M., Tabrizian, B. (2019). Providing a model of value creation with the customer in the tourism industry. Innovation Management in Defense Organizations, 3 (1), 119- 146. (in Persian) Jia, J., Wang, J. (2016). Do customer participation and cognitive ability influence satisfaction? The Service Industries Journal, 36 (9–10), 416–437. Jin, N., Goh, B., Huffman, L., Yuan, J.J. (2015). Predictors and outcomes of perceived image of restaurant innovativeness in fine-dining restaurants. Journal of Hospitality Marketing & Management, 24 (5), 457–485. Kallmuenzer, A. & Peters, M. (2017). Entrepreneurial behaviour, firm size and financial performance: the case of rural tourism family firms. Tourism Recreation Research, 43(1), 2-14. Kallmuenzer, A. (2018). Exploring drivers of innovation in hospitality family firms. International Journal of Contemporary Hospitality Management, 30 (3), 1978–1995. Kallmuenzer, A., Peters, M., Buhalis, D. (2019). The role of family firm image perception in host-guest value co-creation of hospitality firms. Current Issues in Tourism, 1–18. Keyser, A. D., Verleye, K., Lemon, K. N., Keiningham, T. L. & Klaus, P. (2020). Moving the Customer Experience Field Forward: Introducing the Touchpoints, Context, Qualities (TCQ) Nomenclature. Cambridge Journal of Regions, Economy and Society, 23(4), 391-395. Khaki, G. (2012). Research method in management. (15th ed.). Tehran: Rahnama Publications. (in Persian) Khalid, H.M. & Helander, MG. (2004). A framework for affective customer needs in product design, Theoretical Issues in Ergonomics Science, 5(1), 27-42. Kikha, A. A., Ramezani, M., Heidari, A. (2021). A Survey of Attitudes and Barriers to Teamwork in the Intensive Care Unit from the Nurses' Perspective on the Covid-19 Epidemic. Military Medicine, 23 (4). 329- 337. (in Persian) Kim, E., Tang, L.R., Bosselman, R. (2018). Measuring customer perceptions of restaurant innovativeness: developing and validating a scale. International Journal of Hospitality Management, 74, 85–98. Kunz, W., Schmitt, B., Meyer, A. (2011). How does perceived firm innovativeness affect the consumer? Journal of Business Research, 64 (8), 816–822. Lantos, P.G, Brady, D.L., McCaskey, P.H. (2009). New product development: an overlooked but critical course. Journal of Product & Brand Management, 18 (6), 425–436. Leckie, C., Nyadayo, M.W., Johnson, L.W. (2018). Promoting brand engagement behaviors and loyalty through perceived service value and innovativeness. Journal of Services Marketing, 32 (1), 70–82. Li, Y. Q., & Liu, C. H. M. (2018). The role of problem identification and intellectual capital in the management of hotels’ competitive advantage-an integrated framework. International Journal of Hospitality Management, 77, 1-11. Lusch, R.F., Vargo, S.L., O’Brien, M. (2007). Competing through service: insights from service-dominant logic. Journal of Retailing, 83 (1), 5–18. Magnusson, P. R. (2003). Benefits of involving users in service innovation. European Journal of Innovation Management, 6(4), 228–238. Mathis, E.F., Kim, H.L., Uysal, M., Sirgy, J.M., Prebensen, N.K. (2016). The effect of cocreation experience on outcome variable. Annals of Tourism Research, 57, 62–75. Millissa F.Y. Cheung, W.M. (2021). Effect of customer involvement on co-creation of services: A moderated mediation model. Journal of Retailing and Consumer Services, 63 (3), 1–9. Nahapiet, J., Ghoshal, S. (1998). Social capital, intellectual capital, and the organizational advantage. Academy of Management Review, 23 (2), 242–266. Nam, J., Ekinci, Y., Whyatt, G. (2011). Brand equity, brand loyalty and consumer satisfaction. Annals of Tourism Research, 38 (3), 1009–1030. Nguyen, A. D. (2014). Custoumer involvement in new product development process. Linnaeus University. Nusair, K., Parsa, H.G. (2011). Introducing Flow Theory to Explain the Interactive Online Shopping Experience in a Travel Context. International Journal of Hospitality & Tourism Administration, 12 (1), 1–20. Ostrom, A.L., Bitner, M.J., Brown, S.W., Burkhard, K.A., Goul, M., Smith-Daniels, V., Demirkan, H. & Rabinovich, E. (2010). Moving forward and making a difference: research priorities for the science of service, Journal of Service Research, 13(1), 4-36. Pansari, A., Kumar, V. (2017). Customer engagement: the construct, antecedents, and consequences. Journal of the Academy of Marketing Science, 45, 294–311. Phillips, N. & De Holan, P. M. (2004). Organizational forgetting as strategy. Strategic Organization, 2(4), 423-433 Prahalad, C.K. & Ramaswamy, V. (2003). The new frontier of experience innovation. MIT Sloan Management Review, 44 (4), 12–19. Rahimi, R., Koseoglu, M.A., Ersoy, A.B., Okumus, F. (2017). Customer relationship management research in tourism and hospitality: a state-of-the-art. Tourism Review, 72 (2), 209–220. Ranjan, K.R., Read, S. (2016). Value co-creation: concept and measurement. Journal of the Academy of Marketing Science, 44 (3), 290–315. Revilla-Camacho, M.Á., Vega-Vázquez, M., Cossío-Silva, F.J. (2015). Customer participation and citizenship behavior effects on turnover intention. Journal of Business Research, 68 (7), 1607–1611. Roser, T., DeFillippi, R., Samson. A. (2013). Managing your co‐creation mix: co‐creation ventures in distinctive contexts. European Business Review, 25(1), 20-41. Sandvik, I.L., Duhan, D.F., Sandvik, K. (2014). Innovativeness .and profitability: an empirical investigation in the Norwegian hotel industry. Cornell Hospitality Quarterly, 55 (2), 165–185. Shamim, A., Ghazali, Z. (2014). A conceptual model for developing customer value cocreation behaviour in retailing. Global Journal of Management and Business Research, 6 (3), 185–196. Sophie Oertzen, A., Odekerken-Schröder, G., Brax. S. A., Mager, B. (2018). Co-creating services—conceptual clarification, forms and outcomes. Journal of Service Management, 29(4), 641-679. Strauss, A. & Corbin, J. (1998). Basics of Qualitative Research: Grounded Theory Procedures and Technique (2nd Edition), Sage, Newbury Park, London. Taheri, B., Prayag, G., & Muskat, B. (2021). Introduction to the special issue: Consumer experience management and customer journeys in tourism, hospitality and events. Tourism Management Perspectives, 40 (6), 425–436. Tajeddini, K., Altinay, L., Ratten, V. (2017). Service innovativeness and the structuring of organizations: the moderating roles of learning orientation and inter-functional coordination. Int. J. Hosp. Manage., 65, 100–114. Tajeddini, K., Trueman, M. (2014). Perceptions of innovativeness among Iranian hotel managers. Journal of Hospitality and Tourism Technology, 5 (1), 62–77. Talari, M., Adeleh Dehghani, Q. (2019). The effect of empirical values on customer co-creation attitude and customer value co-creation behaviors in the tourism industry; Study of tourists in Isfahan. New Marketing Research, 9 (3). 1- 18. (in Persian) Taylor, S. Jr. & DiPietro, R. B. (2019). Generational Perception and Satisfaction Differences Related to Restaurant Service Environment. International Journal of Hospitality & Tourism Administration, 19(4), 374-396. Tsai, W., Ghoshal, S. (1998). Social capital and value creation: the role of intrafirm networks. Academy of Management Journal, 41 (4), 464–476. Tynan, C., McKechnie, S., Chhuon, C. (2010). Co-creating value for luxury brands. Journal of Business Research, 63 (11), 1156–1163. Victorino, L., Verma, R., Plaschka, G., Dev, C. (2005). Service innovation and customer choices in the hospitality industry. Managing Service Quality: An International Journal, 15 (6), 555–576. Weiss, H. (2017). Investigating the tourism industry policy in the upstream laws of the Islamic Republic of Iran. Strategic Studies of Public Policy, 7 (25), 93- 112. (in Persian) Xu, A., Schmitz, T., & Mo, Z. (2011). Engaging customers – How e-commerce companies can use customer involvement to create a superior online shopping experience. Linnaeus University, Linnaeus School of Business and Economics. Xu, H., Liu, Y., & Lyu, X. (2018). Customer value co-creation and new service evaluation: the moderating role of outcome quality. International Journal of Contemporary Hospitality Management, 30 (4), 2020–2036. Xuan, T. T. H., Hao, N. D., & Phuc, N. T. (2019). Organizational Culture Of Enterprises In Thua Thien Hue Province With Denison Model. Hue University, Journal of Science: Economics and Development, 128(5), 45-54. Yen, C-H., Teng, H-Y. & Tzeng, J-C. (2020). Innovativeness and customer value co-creation behaviors: Mediating role of customer engagement. International Journal of Hospitality Management, 88. Yi, Y., Gong, T. (2013). Customer value co-creation behavior: scale development and validation. Journal of Business Research, 66 (9), 1279–1284. Yi, Y., Nataraajan, R. & Gong, T. (2013). Customer participation and citizenship behavioral influences on employee performance, satisfaction, commitment, and turnover intention. Journal of Business Research, 64 (1), 87–95. | ||
|
Statistics Article View: 1,280 PDF Download: 869 |
||