Value Co-Creation in Hospitality Family Firms
Abstract (150 Words)
Value co-creation constitutes an inevitable part of the service-dominant logic (S-D logic) theory. As the hospitality industry is dominated by family firms it is of importance to understand customers family firm image perception. Hypothesizing that this family firm image plays a role in customer co-creation, this study investigates the effect of three antecedents on co-creation under the influence of family firm image perception. The model is tested on a sample of 331 Austrian hospitality family firms. Findings show that relationship commitment and social interaction ties directly influence the degree of co-creation. Moreover, a perceived family firm image particularly strengthens the effect of social interaction ties on co-creation. Implications suggest installing facilitators of co-creation and call for future investigation of the customer’s perception of family firms.
Value Co-Creation in Hospitality Family Firms
Value co-creation constitutes an inevitable part of the service-dominant logic (S-D logic) theory. As the hospitality industry is dominated by family firms it is of importance to understand customers family firm image perception. Hypothesizing that this family firm image plays a role in customer co-creation, this study investigates the effect of three antecedents on co-creation under the influence of family firm image perception. The model is tested on a sample of 331 Austrian hospitality family firms. Findings show that relationship commitment and social interaction ties directly influence the degree of co-creation. Moreover, a perceived family firm image particularly strengthens the effect of social interaction ties on co-creation. Implications suggest installing facilitators of co-creation and call for future investigation of the customer’s perception of family firms.