Language:

Customer Nontransactional Value Cocreation in an Online Hotel Brand Community: Driving Motivation, Engagement Behavior, and Value Beneficiary

Journal of travel research, 2022-05, Vol.61 (5), p.1088-1104 [Peer Reviewed Journal]

Digital Resources/Online E-Resources

Citations Cited by

Title:
Customer Nontransactional Value Cocreation in an Online Hotel Brand Community: Driving Motivation, Engagement Behavior, and Value Beneficiary
Author: Shin, Hakseung ; Perdue, Richard R.
Is Part Of: Journal of travel research, 2022-05, Vol.61 (5), p.1088-1104
Description: To better understand engagement behaviors in online hospitality brand communities, the purpose of this research was to understand hotel customers’ online engagement behaviors, associated cocreated nontransactional values, and the underlying drivers. Netnography analysis and qualitative surveys along with multiorder categorization analysis were used. The netnography results indicate that hotel customer engagement behaviors cocreate five types of value. Importantly, these values accrue in different levels to not only the customer, but also to other customers and to the firm. Analyses of a subsequent qualitative survey data validated the four factors driving these engagement behaviors and, importantly, found that the motivational drivers vary by type of engagement. A conceptual framework of value cocreation via customer engagement is proposed.
Publisher: Los Angeles, CA: SAGE Publications
Language: English
Identifier: ISSN: 0047-2875
EISSN: 1552-6763
DOI: 10.1177/00472875211024752
Source: SAGE Open Access Journals

Back to results list


INSPIRE LIBRARY - TON DUC THANG UNIVERSITY	(84-028) 37 755 057	Feedback
19 Nguyen Huu Tho St. Dist.7, HCM	thuvien@tdtu.edu.vn	Feedback

Searching Remote Databases, Please Wait