VALUE CO-CREATION IN HOSPITALITY BUSINESS: THE ROLE OF COMMITMENT, TRUST, SOCIAL SUPPORT, MARKETING TACTICS
DOI:
https://doi.org/10.14456/nrru-rdi.2023.21Keywords:
ธุรกิจบริการ, ความตั้งใจสร้างคุณค่าร่วมกัน, ความผูกพัน, ความไว้วางใจ, การสนับสนุนทางสังคมAbstract
The objective of this research study on the management of service quality is to examine the factors influencing the intention to co-create value in the hotel business and to investigate the structural equation modeling of the intention to co-create value in the service industry. A sample of 10 specific cases and 10 times of observed variables sample size were drawn from 550 samples, using a semi-structured interview sampling method and a questionnaire with a reliability of 0.85. Data were collected at hotels in the Bangkok area and analyzed using content analysis. Then, a structural equation model was constructed, and inferential statistics and hypothesis testing were conducted. 1) The top three factors associated are special customer care, interpersonal communication, and tangible rewards. 2) The structural equation modeling model is consistent with the empirical data. And marketing strategies in four aspects, namely, company's online information, online community, special customer care, and tangible rewards, have a positive influence on social support. The social support has a positive influence on customer loyalty, and customer loyalty has a significant positive impact on the intention to co-create value, trust, with statistical significance at the 0.05 level. This demonstrates that all factors are important in generating intention to co-create value in the service industry of Thailand.
References
Alford, P., & Jones, R. (2020). The lone digital tourism entrepreneur: Knowledge acquisition and collaborative transfer. Tourism Management, 81(June), 104139. https://doi.org/10.1016/j.tourman.2020.104139
Ali, F., Dogan, S., Chen, X., Cobanoglu, C., & Limayem, M. (2023). Friend or a Foe: Understanding Generation Z Employees' Intentions to Work with Service Robots in the Hotel Industry. International Journal of Human–Computer Interaction, 39(1), 111-122. https://doi.org/10.1080/10447318.2022.2041880
Bollen, K. A. (1989). Structural equations with latent variables. New York : John Wiley & Sons.
Bowden, J., & Mirzaei, A. (2021). Consumer engagement within retail communication channels: an examination of online brand communities and digital content marketing initiatives. European Journal of Marketing, 55(5), 1411-1439. doi: 10.1108/EJM-01-2018-0007
Browne, M. W., & Cudeck, R. (1993). Alternative ways of assessing model fit. Newbury Park, CA : Sage.
Buhalis, D., Lin, M. S., & Leung, D. (2022). Metaverse as a driver for customer experience and value co-creation: implications for hospitality and tourism management and marketing. International Journal of Contemporary Hospitality Management, 35(2), 701-716.
Comrey, A. L., & Lee, H. B. (1992). A first course in factor analysis. New Jersey : Erlbaum 33.
Creswell, J. W. (2003). Research design: Qualitative, quantitative, and mixed methods approaches. California : Sage.
Cronbach, L. J. (1990). Essentials of psychological testing (5th ed.). New York : Harper Collins.
Fuentes, M. E. G. (2019). Co-creation and co-destruction of experiential value: A service perspective in projects. Built Environment Project and Asset Management, 9(1), 100-117.
Fujita, M., Harrigan, P., & Soutar, G. N. (2018). Capturing and co-creating student experiences in social media: A social identity theory perspective. Journal of Marketing Theory and Practice, 26(1–2), 55–71.
Glaser, B. G., & Strauss, A. L. (1967). The discovery of grounded theory: Strategies for qualitative research. Chicago, IL : Aldine.
Goldman, S. P., van Herk, H., Verhagen, T., & Weltevreden, J. W. (2021). Strategic orientations and digital marketing tactics in cross-border e-commerce: Comparing developed and emerging markets. International small business journal, 39(4), 350-371. https://doi.org/10.1177/0266242620962658
Hair Jr., J. F., Anderson, R. E., Tatham, R. L., & Black, W. C. (1998). Multivariate data analysis with readings. Englewood Cliffs, NJ : Prentice-Hall.
Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2010). Multivariate Data Analysis (7th ed.). Pearson : New York.
Hwang, H., Sarstedt, M., Cheah, J. H., & Ringle, C. M. (2020). A concept analysis of methodological research on composite-based structural equation modeling: bridging PLSPM and GSCA. Behaviormetrika, 47(1), 219-241. https://doi.org/10.1007/s41237-019-00085-5
Kasikorn Research Center. (2020). COVID-19 is protracted, how restaurants are adjusting in this crisis. Retrieved September 20, 2020, from https://www.kasikornbank.com/SiteCollectionDocuments/business/sme/knowledge/img/restaurant_covid/restaurant_covid.pdf (In Thai)
Khoi, N. H., & Le, A. N. (2022). Is coolness important to luxury hotel brand management? The linking and moderating mechanisms between coolness and customer brand engagement. International Journal of Contemporary Hospitality Management, 34(7), 2425-2449. https://doi.org/10.1108/IJCHM-10-2021-1230
Kline, R. B. (2011). Principles and practice of structural equation modeling (3rd ed.). NY : The Guilford Press.
Le, A. N., Khoi, N. H., & Nguyen, D. P. (2021). Unraveling the dynamic and contingency mechanism between service experience and customer engagement with luxury hotel brands. International Journal of Hospitality Management, 99, 103057. https://doi.org/10.1016/j.ijhm.2021.103057
Likert, R. (1961). New Patterns of Management. New York : McGraw-Hill.
Lohmöller, J. B. (2013). Latent variable path modeling with partial least squares. New York : Springer Science & Business Media.
Ministry of Tourism and Sports. (2020). Thailand Tourism Situation Year 2018. Retrieved August 15, 2020, from https://www.mots.go.th/download/article/article_20190819123309.pdf (In Thai)
Mueller, R. O. (1996). Confirmatory factor analysis. In Basic principles of structural equation modeling: An introduction to LISREL and EQS. New York : Springer-Verlag.
Namsueang, N. (2017). Integrated Marketing Online and Offline. Retrieved August 2, 2020, from https://www.bangkokbiznews.com/blogs/columnist/117181 (In Thai)
Nangpiire, C., Silva, J., & Alves, H. (2022). Customer engagement and value co-creation/destruction: The internal fostering and hindering factors and actors in the tourist/hotel experience. Journal of Research in Interactive Marketing, 16(2), 173-188.
National Statistical Office. (2020). Tourism Statistics 2019. Retrieved September 20, 2020, from http://statbbi.nso.go.th/staticreport/page/sector/th/17.aspxbusiness/sme/knowledge/img/restaurant_covid/restaurant_covid.pdf (In Thai)
Pezzuti, T., Leonhardt, J. M., & Warren, C. (2021). Certainty in language increases consumer engagement on social media. Journal of Interactive Marketing, 53, 32-46. doi:10.1016/j.intmar.2020.06.005
Pitikraisorn, P. (2020). EIC recommends hotel business strategies through monsoon COVID-19. Retrieved September 20, 2020m from https://www.scbeic.com/th/detail/file/product/6759/fmdcl4fcu1/EIC-Note_Hotel_COVID-19_20200410.pdf (In Thai)
Prahalad, C. K., & Ramaswamy, V. (2004). The future of competition: Co-creating unique value with customers. Boston : Harvard Business Review Press.
Sarstedt, M., Ringle, C. M., Cheah, J. H., Ting, H., Moisescu, O. I., & Radomir, L. (2020). Structural model robustness checks in PLS-SEM. Tourism Economics, 26(4), 531-554. https://doi.org/10.1177/1354816618823921
Sun, X., Su, W., Guo, X., & Tian, Z. (2021). The impact of awe induced by COVID-19 pandemic on green consumption behavior in China. International Journal of Environmental Research and Public Health, 18(2), 543. https://doi.org/10.3390/ijerph18020543
Thai Hotels Association. (2020). Thai Hotels Association Marketing Plan 2020. Bangkok : Thai Hotels Association. (In Thai)
Thommandru, A., Espinoza-Maguiña, M., Ramirez-Asis, E., Ray, S., Naved, M., & Guzman-Avalos, M. (2021). Role of tourism and hospitality business in economic development. Materials Today: Proceedings. https://doi.org/10.1016/j.matpr.2021.07.059
Tirakanan, S. (2005). Project evaluation: A guide to action (6th ed.). Bangkok : Ramkhamhaeng University. (In Thai)
Tuskej, U., & Podnar, K. (2018). Customers’ identification with corporate brands: Brand prestige, anthropomorphism and engagement in social media. Journal of Product & Brand Management, 27(1), 3–17.
Valle A. S. D. (2020). Global journey consulting: The tourism industry and the impact of COVID-19 scenarios and proposals. Retrieved 19 December 2020, from https://worldshoppingtourism.com
Van Tonder, E., & Petzer, D. J. (2018). The interrelationships between relationship marketing constructs and customer engagement dimensions. The Service Industries Journal, 38(13-14), 948-973.
Wang, C. L. (2021). New frontiers and future directions in interactive marketing: inaugural editorial. The Journal of Research in Indian Medicine, 15(1), 1-9. doi: 10.1108/JRIM-03-2021-270
Wanichbuncha, K. (2017). Using SPSS for Windows to Analyze Data (29th ed.). Bangkok : Samlada. (In Thai)
Webb, T., Beldona, S., Schwartz, Z., & Bianco, S. (2021). Growing the pie: an examination of coopetition benefits in the US lodging industry. International Journal of Contemporary Hospitality Management, 33(12), 4355-4372. DOI 10.1108/IJCHM-03-2021-0340
Yahia, I. B. (2018). Investigating the drivers for social commerce in social media platforms: Importance of trust, social support and the platform perceived usag. Journal of Retailing and Consumer Services, 41, 11-19.
Zhang, T., Lu, C., Torres, E., & Chen, P.-J. (2018). Engaging customers in value co-creation or co-destruction online. Journal of Services Marketing, 32(1), 57-69. doi: 10.1108/JSM-01-2017-0027
Downloads
Published
How to Cite
Issue
Section
License
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
