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Why does customer co-creation improve new travel product performance?

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  • Tseng, Fang-Mei
  • Chiang, Lan-Lung (Luke)

Abstract

Customer co-creation of new products/services can enhance the success of offerings; however, the results of previous studies are controversial. Using data from 161 responses, the study applies fuzzy set/qualitative comparative analysis (fsQCA) and hierarchical regression analyses to determine the influence of the moderators between customer co-creation of travel products and new product performance, with a solid ground on a theoretical framework deriving from resource-based view (RBV) theory. The results indicate that the relationship between customer co-creation and new product performance hinges upon the moderating effects of organizational culture and communication quality. The study contributes to the theoretical understanding of customer co-creation in the success of new travel products and offers practical suggestions for industry practitioners.

Suggested Citation

  • Tseng, Fang-Mei & Chiang, Lan-Lung (Luke), 2016. "Why does customer co-creation improve new travel product performance?," Journal of Business Research, Elsevier, vol. 69(6), pages 2309-2317.
    • Handle: RePEc:eee:jbrese:v:69:y:2016:i:6:p:2309-2317
    DOI: 10.1016/j.jbusres.2015.12.047
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    3. Divya Keerthika, 2018. "A Multiple Measure of Organizational Performances and its Effect on Distinctive Marketing Competencies: An Empirical Study of India and the Maldives," GATR Journals jmmr190, Global Academy of Training and Research (GATR) Enterprise.
    4. Najafi-Tavani, Saeed & Zaefarian, Ghasem & Robson, Matthew J. & Naudé, Peter & Abbasi, Faramarz, 2022. "When customer involvement hinders/promotes product innovation performance: The concurrent effect of relationship quality and role ambiguity," Journal of Business Research, Elsevier, vol. 145(C), pages 130-143.
    5. Iva Slivar & Ana Perisa & Andelina Horvat, 2018. "Destination Marketing Organisations' Use of Humour and Co-Creation: An Exploratory Study from Croatia," Interdisciplinary Description of Complex Systems - scientific journal, Croatian Interdisciplinary Society Provider Homepage: http://indecs.eu, vol. 16(2), pages 238-248.
    6. Wu, Shu-Ling & Hsu, Chiu-Ping, 2018. "Role of authenticity in massively multiplayer online role playing games (MMORPGs): Determinants of virtual item purchase intention," Journal of Business Research, Elsevier, vol. 92(C), pages 242-249.
    7. HsiuJu Rebecca Yen & Hoa Pham Thi & Eldon Y. Li, 2021. "Understanding customer-centric socialization in tourism services," Service Business, Springer;Pan-Pacific Business Association, vol. 15(4), pages 695-723, December.

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