Skip to main content

Value co-creation and customer citizenship behavior.

Assiouras, I., Skourtis, G., Giannopoulos, A., Buhalis, D. and Koniordos, M., 2019. Value co-creation and customer citizenship behavior. Annals of Tourism Research, 78 (September), 102742.

Full text available as:

Assiouras FINAL Annals 2019- 17.06.2019.Final.pdf - Accepted Version
Available under License Creative Commons Attribution Non-commercial.


DOI: 10.1016/j.annals.2019.102742


Drawing on social exchange theory and the service-dominant logic framework this paper explores the association between value co-creation and the willingness to engage in customer citizenship behavior in the hospitality and tourism context. Tourism and hospitality firms are increasingly offering opportunities for co-production and value-in-use not only to increase revisit and repurchase intentions but also to benefit from manifestations of customer citizenship behavior such as customer feedback, advocacy, customer-to-customer assistance and tolerance in less satisfactory future services. The paper offers a building block for future work to investigate the causal relationship between the dimensions of value co-creation (co-production and value-in-use) and customer citizenship behavior.

Item Type:Article
Uncontrolled Keywords:Value co-creation; Customer citizenship behavior; Social exchange theory; Hospitality services; Tourism industry
Group:Bournemouth University Business School
ID Code:33102
Deposited By: Symplectic RT2
Deposited On:02 Dec 2019 15:41
Last Modified:14 Mar 2022 14:18


Downloads per month over past year

More statistics for this item...
Repository Staff Only -