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Customer co-creation of travel services: The role of company support and customer satisfaction with the co-creation performance

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  • Grissemann, Ursula S.
  • Stokburger-Sauer, Nicola E.

Abstract

The tourism industry is characterized by high-contact services in which co-creation of customers plays a major role. This paper develops a conceptual model of customer co-creation of tourism services and empirically tests this model in a travel agency context. Applying a SEM-approach, company support for customers is found to significantly affect the degree of customer co-creation. The degree of co-creation further positively affects customer satisfaction with the service company, customer loyalty, and service expenditures. A test of the moderating effect of the customers' satisfaction with their own co-creation performance on satisfaction with the service company and on service expenditures suggests that those customers who are satisfied with their co-creation activities spend more on their travel arrangements, but that they are less satisfied with the company. Important implications for co-creation theory and practice in high-contact service industries can be derived.

Suggested Citation

  • Grissemann, Ursula S. & Stokburger-Sauer, Nicola E., 2012. "Customer co-creation of travel services: The role of company support and customer satisfaction with the co-creation performance," Tourism Management, Elsevier, vol. 33(6), pages 1483-1492.
    • Handle: RePEc:eee:touman:v:33:y:2012:i:6:p:1483-1492
    DOI: 10.1016/j.tourman.2012.02.002
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    References listed on IDEAS

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