Open AccessWho make customer satisfied in value-cocreating context? A study of tourism and travel industry
Author(s) -
Lien Thi Ngoc Vo,
Thuy Ngoc Pham
Publication year - 2015
Publication title -
khoa học công nghệ
Language(s) - English
Resource type - Journals
ISSN - 1859-0128
DOI - 10.32508/stdj.v18i4.972
Subject(s) - customer retention , customer equity , customer advocacy , customer delight , customer intelligence , customer satisfaction , business , customer to customer , marketing , service quality , voice of the customer , context (archaeology) , customer lifetime value , advertising , service (business) , geography , archaeology
Based on resource advantage theory and SDL, value is co-created by both customer and service provider. The question is who make customer satisfied in value co-creating context, provider or customer? To answer this, the current paper develops and tests a model of customer participation behavior, customer oriented behavior and customer satisfaction. Data collection used dyadic method with 1 tour guide and 1 relevant customer. The SEM results show that customer partcipation behavior and customer oriented behavior have possitive effects on customer satisfaction. In which the impact level of customer participation behavior is stronger. Customer participation attitude has strong possitive impact on customer participation behavior. customer oriented behavior did not affect customer participation attitude. Manageral implications were also discussed.