Open Access Open Access  Restricted Access Subscription Access
Open Access Open Access Open Access  Restricted Access Restricted Access Subscription Access

Co-Creation and Technological Innovation: The Predictors of Guest Satisfaction and Revisit Intention in Hospitality Industry


Affiliations
1 Sr. Assistant Professor, Department of Lifelong Learning, University of Jammu, Jammu & Kashmir, India
2 Doctoral Fellow, Department of Commerce, University of Jammu, Jammu & Kashmir, India
     

   Subscribe/Renew Journal


The present study empirically explores a theoretical model of co-creation, technological innovation, guest satisfaction and guest revisit intention. For meeting the objectives of the study data was collected using a self-administered questionnaire from 341 customers visiting luxury hotels in Jammu and Kashmir using a non-probability convenience sampling technique. Structural equation modeling has been used to test the relationship between hypotheses. The findings suggest that there is a positive relationship between co-creation, technological innovation, guest satisfaction and revisit intention. It was found that co-creation and technological innovation have a positive influence on the potential decisions and morale of guests to revisit the same hotel again and again in the future period. The direct relationship between guest satisfaction and revisit intention was also examined. The study is confined to the customers visiting luxury hotels in Jammu and Kashmir. Future studies can widen the circle of study to other states and may add more antecedents and outcomes to co-creation and technological innovation for better results.

Keywords

Hospitality, Technological Innovation, Guest Satisfaction, Guest Revisit Intention
Subscription Login to verify subscription
User
Notifications
Font Size


  • Alegre, J., & Cladera, M. (2006). Repeat visitation in mature sun and sand holiday destinations. Journal of Travel Research, 44(3), 288-297.
  • Alegre, J., & Cladera, M. (2009). Analysing the effect of satisfaction and previous visits on tourist intentions to return. European Journal of Marketing, 43(5), 670-685.
  • Alexandris, K. Kouthouris, C., & Meligdis, A. (2006) Increasing customer loyalty in a skiing resort: The contribution of place attachment and service quality.
  • International Journal of Contemporary Hospitality Management, 18(5), 414-425.
  • Andotra, N., & Bhat, D. A. R. (2017). Understanding customer experiences in destination building: A demographic analysis of kashmir tourism development corporation customers. Scholars World - International Refereed Multidisciplinary Journal of Contemporary Research, 5(4), 93-102.
  • Bettencourt, L., Lusch, R. F., & Vargo, S. L. (2014). A service lens on value creation: Marketing’s role in achieving strategic advantage. California Management Review, 57(1), 44-66.
  • Bigne, J. E., Sanchez, M. I., & Sanchez, J. (2001). Tourism image, evaluation variables and after purchase behaviour: Inter-relationship. Tourism Management, 22(6), 607-616.
  • Bilgihan, A., & Nejad, M. (2015). Innovation in hospitality and tourism industries. Journal of Hospitality and Tourism Technology, 6(3). doi:https://doi.org/10.1108/ JHTT-08-2015-0033
  • Camison, C. (2000). Strategic attitudes and information technologies in the hospitality business: an empirical analysis. International Journal of Hospitality Management, 19(2), 125-143.
  • Campo-Martinez, S., Garau-Vadell, J. B., & Martinez-Ruiz, M. P. (2010). Factors influencing repeat visits to a destination: The influence of group composition. Tourism Management, 31(6), 862-870.
  • Carlborg, P., Kindström, D., & Kowalkowski, C. (2014).The evolution of service innovation research: A critical review and synthesis. The Service Industries Journal, 34(5), 373-398.
  • Chathoth, P. K., Ungson, G. R., Harrington, R. J., & Chan, E. S. (2016). Co-creation and higher order customer engagement in hospitality and tourism services: A critical review. International Journal of Contemporary Hospitality Management, 28(2), 222-245.
  • Chen, Y. S., Lin, M. J. J., & Chang, C. H. (2009). The positive effects of relationship learning and absorptive capacity on innovation performance and competitive advantage in industrial markets. Industrial Marketing Management, 38(2), 152-158.
  • Chen, J. S., Kerr, D., Chou, C. Y., & Ang, C. (2017). Business co-creation for service innovation in the hospitality and tourism industry. International Journal of Contemporary Hospitality Management, 29(6), 1522-1540.
  • Cobanoglu, C., Berezina, K., Kasavana, M. L., & Erdem, M. (2011). The impact of technology amenities on hotel guest overall satisfaction. Journal of Quality Assurance in Hospitality and Tourism, 12(4), 272-288.
  • Collins, G. R., & Cobanoglu, C. (2008). Hospitality information technology: Learning how to use it (6th ed.). Kendall/ Hunt Publishing Company, Dubuque, IA.
  • Cooil, B., Keiningham, T. L., Aksoy, L., & Hsu, M. A. (2007). A longitudinal analysis of customer satisfaction and share of wallet: Investigating the moderating effect of customer characteristics. Journal of Marketing, 71, 67-83.
  • Coviello, M. E., & Joseph, R. M. (2012). Creating major innovations with customers: Insights from small and young technology firms. Journal of Marketing, 76(6), 96-104.
  • Damanpour, F., & Evan, W. M. (1984). Organizational innovation and performance: The problem of organizational lag. Adm. Sci. Q., 29, 392-409.
  • Daragahi, G. A. (2017). The impact of innovation on customer satisfaction: A study of the cosmetics producer in Tehran. Faculty of Business Economics and Entrepreneurship, International Review, 1(2), 121-132.
  • Deependra, S. (2016). Enhancing customer experience using technological innovations. Worldwide Hospitality and Tourism Themes, 8(4), 469-480.
  • Diaz, O. P., Giner, R. G., & Marin, M. R. P. (2016). The impact of co-creation on the student satisfaction: Analysis through structural equation modeling (pp. 1-10). Hindawi Publishing Corporation.
  • Diaz, E., Gomez, M., Consuegra, D. M., & Molina, E. (2016). The effects of perceived satisfaction with service recovery efforts: A study in a hotel setting. Ekonomie a Management, 20(4), 203-218.
  • Dzhandzhugazova, E. A., Blinova, E. A., Orlova, L. N., & Romanova, M. M. (2016). Innovations in hospitality industry. International Journal of Environmental & Science Education, 11(17), 10387-10400.
  • Erdem, M., Schrier, T., & Brewer, P. (2009). Guest empowerment technologies: Tools that give hotel guests personal control over their stay in a hotel. The Journal of Hospitality Financial and Technology Professionals (The Bottomline), 24(3), 17-20.
  • Essen, A., & Ostlund, B. (2011). Laggards as innovators? Old users as designers of new services and service systems. Journal of Design, 5(3), 89-98.
  • Fornel, C., & Larker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research, 18(1), 39-50.
  • Gruca, T. S., & Rego, L. L. (2005). Customer satisfaction, cash flow and shareholder value. Journal of Marketing, 69(3), 115-130.
  • Grönroos, C. (2011). Value co-creation in service logic: A critical analysis. Marketing Theory, 11(3), 279-301.
  • Grönroos, C., & Voima, P. (2013). Critical service logic: Making sense of value creation and co-creation. Journal of the Academy of Marketing Science, 41(2), 133-150.
  • Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2009). Multivariate data analysis (7th ed.). Upper Saddle River, Prentice Hall, New Jersey.
  • Hamidi, F., & Gharneh, N. S. (2017). Impact of co-creation on innovation capability and firm performance: A structural equation modeling. Ad-Minister, 30, 73-90. doi:10.17230/administer.30.4
  • Han, H., Back, K., & Barrett, B. (2009). Influencing factors on restaurant customers’ revisit intention: The roles of emotions and switching barriers. International Journal of Hospitality Management, 28(4), 563-572.
  • Hanai, T., Oguchi, T., Ando, K., & Yamaguchi, K. (2008). Important attributes of lodgings to gain repeat business: A comparison between individual travels and group travels. International Journal of Hospitality Management, 27(2), 268-275.
  • Harkison, T. (2016). How is the luxury accommodation experience created? Case Studies from New Zealand (Ph.D.thesis). Auckland University of Technology.
  • Homburg, C., Koschate, N., & Hoyer, W. D. (2005). Do satisfied customers really pay more? A study of the relationship between customer satisfaction and willingness to pay. Journal of Marketing, 69(2), 84-96.
  • Horng, J. S., Wang, C. J., Liu, C. H., Chou, S. F., & Tsai, C. Y. (2016). The role of sustainable service innovation in crafting the vision of the hospitality industry. Sustainability, 8(3), 1-15.
  • Hoyer, W. D., Chandy, R., Dorotic, M., Krafft, M., & Singh, S. S. (2010). Consumer co-creation in new product development. Journal of Service Research, 13(3), 283-296.
  • Htun, H. M., Padungyoscharoen, S., & San, S. (2015). Influences of motivation toward revisit intention, destination loyalty and positive word-of-mouth. International Program in Service Industries, 4(2), 115-130.
  • Hui, T. K., Wan, D., & Ho, A. (2007). Tourists satisfaction, recommendation and revisiting Singapore. Tourism Management, 28(4), 965-975.
  • Karakas, K. M. (2014). Importance and impact of guest satisfaction. Applied Studies in Agribusiness and Commerce, 8(4), 31-37.
  • Kiarie, M. F. (2014). Technological innovation and customer satisfaction in Kenya power and lighting company limited (Master’s thesis). University of Nairobi, Nairobi.
  • Kim, W. G., & Moon, Y. J. (2009). Customers cognitive, emotional and actionable response to the servicescape: A test of the moderating effect of the restaurant type. International Journal of Hospitality Management, 28(1), 144-156.
  • Kim, T. T., Kim, W. G., & Kim, H. B. (2009). The effects of perceived justice on recovery satisfaction, trust, wordofmouth, and revisit intention in upscale hotels. Tourism Management, 30(1), 51-62.
  • Kneesel, E., Baloglu, S., & Millar, M. (2009). Gaming destination images: Implications for branding. Journal of Travel Research, 49(1), 68-78.
  • Koellinger, P. (2008). The relationship between technology innovation, and firm performance: Empirical evidence from e-business in Europe. Research Policy, 37(8), 1317-1328.
  • 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.
  • Margarido, A. C. F. (2015). The impact of technological amenities on customer experience in upscale hotels.
  • (Master’s thesis). Business School, University Institute of Lisbon. Retrieved from DOC PLAYER.
  • Malhotra, N., & Dash, S. (2010). Marketting research: An applied orientation (6th ed.). Pearson Publications, New Delhi.
  • Mathis, E. F., Kim, H., Usyal, M., Sirgy, J. M., & Prebensen, N. K. (2016). The effect of co-creation experience on outcome variable. Annals of Tourism Research, 57, 62-75. doi.org/10.1016/j.annals.2015.11.023
  • Mathieu, V. (2001) Product services: From a service supporting the product to a service supporting the client. Journal of Business and Industrial Marketing, 16(1), 39-61.
  • Naude, W., & Szirmai, A. (2013). Technological innovation, entrepreneurship and development. Working Papers 2013/17, Maastricht School of Management. JEL classification: F23, L52 L53, O25, O40, O33, O34.
  • Neuhofer, B. (2016). Innovation through co-creation: Towards an understanding of technology-facilitated co-creation processes in tourism. In R. Egger, I. Gula, & D. Walch, (Eds.) Open Tourism: Open Innovation, Crowdsourcing and Collaborative Consumption challenging the tourism industry. Vienna, Springer, pp. 17- 33.
  • Neuhofer, B., Buhalis, D., & Ladkin, A. (2012). Conceptualising technology enhanced destination experiences. Journal of Destination Marketing & Management, 1(12), 36-46.
  • Oh, H. (2000). Diners perceptions of quality, value, and satisfaction: A practical viewpoint. Cornell Hotel and Restaurant Administration Quarterly, 41(3), 58-66.
  • Olsen, M. D., & Connolly, D. J. (2000). Experience-based travel. Cornell Hotel and Restaurant Administration Quarterly Review, 41(1), 30-40.
  • Onojaefe, D., & Nhepera, N. (2017). The influence of hotel product innovation on customer loyalty in Cape Town. African Journal of Hospitality, Tourism and Leisure, 6(2), 1-23.
  • Oyner, O., & Korelina, A. (2016). The influence of customer engagement in value co-creation on customer satisfaction: Searching for new forms of co-creation in the Russian hotel industry. Worldwide Hospitality and Tourism Themes, 8(3), 327-345.
  • Pham, L., Nguyen, P. T. H., Huy, L. V., & Luse, D. (2018). Technology readiness and customer satisfaction in luxury hotels of Vietnam: A case study. International Journal of Entrepreneurship, 22(3), 1-23.
  • Prahalad, C. K., & Ramaswamy, V. (2004). Co-creation experiences: The next practice in value creation. Journal of Interactive Marketing, 18(3), 5-14.
  • Raeisi, S., & Lingjie, M. (2017). The importance of customer engagement and service innovation in value co-creation. International Journal of Economics and Management Engineering, 11(4), 813-818.
  • Rajput, A., & Gahfoor, R. Z. (2020). Satisfaction and revisit intentions at fast food restaurants. Future Business Journal, 6, 1-12. doi:https://doi.org/10.1186/ s43093-020-00021-0 Ramani, G., & Kumar, V. (2008). Interaction orientation and firm performance. Journal of Marketing, 72(1), 27-45.
  • Ramaswamy, R., & Gouillart, F. (2010). Building the cocreative enterprise. Retrieved March 3, 2011, from http:// www.gsg.com.au/media/24460/r1010j-pdf-eng.pdf
  • Rindova, V. P., & Petkova, A. P. (2007). When is a new thing a good thing? Technological change, product form design, and perceptions of value for product innovations. Organization Science, 18(2), 217-232.
  • Russo-Spena, T., & Mele, C. (2012). Five Co’s in innovating: A practice-based view. Journal of Service Management, 23(4), 527-553.
  • Sharma, V., & Bhat, D. A. R. (2019). Empirical assessment of the role of human capital innovation in service innovation implementation in the hospitality industry. Researcher: A Multidisciplinary Journal, 15(1), 65-77.
  • Sharma, V., & Bhat, D. A. R. (2020). An empirical study exploring the relationship among human capital innovation, service innovation, competitive advantage and employee productivity in hospitality services. African Journal of Hospitality, Tourism and Leisure, 9(2), 1-14.
  • Sharma, V., & Bhat, D. A. R. (2020a). Co-creation and service innovation as performance indicators in the hospitality industry. Journal of Tourism, Hospitality & Culinary Arts, 12(2), 76-95.
  • Sheldon, P. J. (1983) The impact of technology on the hotel industry. Tourism Management, 4(4), 269-278.
  • Siguaw, J. A., & Enz, C. A. (1999). Best practices in hotel operations. Cornell Hotel and Restaurant Administration Quarterly, 40(6), 42-53.
  • Simon, A., & Yaya, L. H. P. (2012). Improving innovation and customer satisfaction through systems integration. Industrial Management & Data Systems, 112(7), 1026-1043.
  • Stark, J. (2011). Product lifecycle management. Retrieved November 3, 2011, from www.johnstark.com/
  • Suntikula, W., & Jachna, T. (2016). The co-creation/place attachment nexus. Tourism Management, 52, 276-286. doi: 10.1016/j.tourman.2015.06.026
  • Thomas, A. K., James, P. S., & Vivek, N. (2013). Co-creating luxury hotel services: A framework development. Life Sciences Journal, 10(7), 1005-1012.
  • Um, S., Chon, K., & Ro, Y. (2006). Antecedents of revisit intention. Annals of Tourism Research, 33(4), 1141-1158.
  • Vargo, S. L., & Lusch, R. F. (2004). Evolving to a new dominant logic for marketing. Journal of Marketing, 68(1), 1-17.
  • Vargo, S. L., & Lusch, R. F. (2008). Service-dominant logic: Continuing the evolution. Journal of the Academy of Marketing Science, 36(1), 1-10.
  • Victorino, L., Verma, R., Plaschka, G., & Dev, C. (2005). Service innovation and customer choices in the hospitality industry. Managing Service Quality, 15(6), 555-576.
  • Wang, C. J. (2014). Do ethical and sustainable practices matter? Effects of corporate citizenship on business performance in the hospitality industry. International Journal of Contemporary Hospitality Management, 26(6), 930-947.
  • Weng, M. H., Ha, J. L., Wang, Y. C., & Tsai, C. L. (2012). A study of the relationship among service innovation, customer value and customer satisfaction: An empirical study of the hotel industry in Taiwan. International Journal of Organizational Innovation, 4(3), 98-112.
  • Westbrook, R. A., & Oliver, R. L. (1991). The dimensionality of consumption emotion patterns and consumer satisfaction. Journal of Consumer Research, 18(1), 84-91.
  • Witell, L., Kristensson, P., Gustafsson, A., & Löfgren, M. (2011). Idea generation: Customer cocreation versus traditional market research techniques. Journal of Service Management, 22(2), 140-159.
  • Yan, X., Wang, J., & Chau, M. (2015). Customer revisit intention to restaurants: Evidence from online reviews. Information Systems Frontiers, 17(3), 645-657.

Abstract Views: 16

PDF Views: 0




  • Co-Creation and Technological Innovation: The Predictors of Guest Satisfaction and Revisit Intention in Hospitality Industry

Abstract Views: 16  |  PDF Views: 0

Authors

Vivek Sharma
Sr. Assistant Professor, Department of Lifelong Learning, University of Jammu, Jammu & Kashmir, India
Dada Ab Rouf Bhat
Doctoral Fellow, Department of Commerce, University of Jammu, Jammu & Kashmir, India

Abstract


The present study empirically explores a theoretical model of co-creation, technological innovation, guest satisfaction and guest revisit intention. For meeting the objectives of the study data was collected using a self-administered questionnaire from 341 customers visiting luxury hotels in Jammu and Kashmir using a non-probability convenience sampling technique. Structural equation modeling has been used to test the relationship between hypotheses. The findings suggest that there is a positive relationship between co-creation, technological innovation, guest satisfaction and revisit intention. It was found that co-creation and technological innovation have a positive influence on the potential decisions and morale of guests to revisit the same hotel again and again in the future period. The direct relationship between guest satisfaction and revisit intention was also examined. The study is confined to the customers visiting luxury hotels in Jammu and Kashmir. Future studies can widen the circle of study to other states and may add more antecedents and outcomes to co-creation and technological innovation for better results.

Keywords


Hospitality, Technological Innovation, Guest Satisfaction, Guest Revisit Intention

References