Title of Paper

Value Co-Creation in Hospitality Family Firms

Presenter Bios

Andreas Kallmuenzer, Dr., is Assistant Professor at the Department of Strategic Management, Marketing and Tourism at the University of Innsbruck, Austria. His research interests are family business and entrepreneurship especially in the context of the hospitality and tourism industry.

Mike Peters, Dr., is Full Professor at the Department of Strategic Management, Marketing and Tourism Management at the University of Innsbruck, Austria. He holds the endowed chair of “SME & Tourism” focussing its research on small business development, family businesses and entrepreneurship in tourism and leisure.

Abstract

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.

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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.