Title of Paper
Employee and Customer Motivation in Co-Creation and Co-Destruction of Value
Abstract (150 Words)
This paper examines employee and customer self-determination to co-creation or co-destruct value in a destination resort context. Online respondents (N=240) were equally assigned to perform either front-line employee or customer roles in value co-creation interaction scenarios. PLS-SEM analysis revealed that extrinsic motivation either had no significant impact on co-created value appraisal for customers, marginal positive effect for employees and negative effect on perceived value justification for customers, leading to co-destruction of value. Intrinsic and identified extrinsic motivation positively affected both co-created value and perceived value appraisals. Value justification mediated self-determination motivation and personal outcomes operationalized as wellbeing; collaborative – satisfaction with the provider, and organizational outcomes, operationalized as service advantage. Grounded in service-dominant logic, findings support the intrinsic and operant nature of value co-creation and extend self-determination theory.
Cover Page
TTRA2019-SDT-Co-Destruction-short-abstract.docx (12 kB)
Short Abstract
Employee and Customer Motivation in Co-Creation and Co-Destruction of Value
This paper examines employee and customer self-determination to co-creation or co-destruct value in a destination resort context. Online respondents (N=240) were equally assigned to perform either front-line employee or customer roles in value co-creation interaction scenarios. PLS-SEM analysis revealed that extrinsic motivation either had no significant impact on co-created value appraisal for customers, marginal positive effect for employees and negative effect on perceived value justification for customers, leading to co-destruction of value. Intrinsic and identified extrinsic motivation positively affected both co-created value and perceived value appraisals. Value justification mediated self-determination motivation and personal outcomes operationalized as wellbeing; collaborative – satisfaction with the provider, and organizational outcomes, operationalized as service advantage. Grounded in service-dominant logic, findings support the intrinsic and operant nature of value co-creation and extend self-determination theory.