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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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    References listed on IDEAS

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    Cited by:

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    2. 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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    4. 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.
    5. 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.
    6. Xue, Yan & Lindkvist, Carmel Margaret & Temeljotov-Salaj, Alenka, 2021. "Barriers and potential solutions to the diffusion of solar photovoltaics from the public-private-people partnership perspective – Case study of Norway," Renewable and Sustainable Energy Reviews, Elsevier, vol. 137(C).
    7. Kertcher, Zack & Venkatraman, Rohan & Coslor, Erica, 2020. "Pleasingly parallel: Early cross-disciplinary work for innovation diffusion across boundaries in grid computing," Journal of Business Research, Elsevier, vol. 116(C), pages 581-594.
    8. Wei Yang & Fenglei Han & Yin Zhou & Yu Gao, 2025. "More relational or more digital? The synchronous and ambivalent influences of firm capabilities on value co-creation," The Journal of Technology Transfer, Springer, vol. 50(2), pages 446-468, April.
    9. Vallari Chandna & Manjula S. Salimath, 2024. "Co-creation of value in Platform-Dependent Entrepreneurial Ventures," Electronic Commerce Research, Springer, vol. 24(4), pages 2297-2326, December.

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