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Co-created value: Multidimensional scale and nomological network

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  • Busser, James A.
  • Shulga, Lenna V.

Abstract

Although, increasing interest is given to value co-creation in service industries, including tourism and hospitality, there is a lack of a valid and reliable instrument that measures value from the co-created perspective. Study addresses a research gap by developing conceptually grounded and psychometrically sound scale of co-created value. Derived from service-dominant logic and theory of value, co-created value is conceptualized as a personal appraisal of the meaningfulness of a service based on what is contributed and what is realized through collaboration. The scale development and validation followed multi-step multi-stage methodology and verified the measure in different tourism and hospitality contexts. The analyses resulted in 25-item 5-dimension original scale representing: meaningfulness, contribution, collaboration, recognition and emotional response. The co-created value scale was tested for concurrent validity using consumer loyalty as a part of the nomological network, with antecedents operationalized as openness and authenticity and consequences as well-being, competitive advantage, commitment, and trust.

Suggested Citation

  • Busser, James A. & Shulga, Lenna V., 2018. "Co-created value: Multidimensional scale and nomological network," Tourism Management, Elsevier, vol. 65(C), pages 69-86.
    • Handle: RePEc:eee:touman:v:65:y:2018:i:c:p:69-86
    DOI: 10.1016/j.tourman.2017.09.014
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    11. Loureiro, Sandra Maria Correia & Romero, Jaime & Bilro, Ricardo Godinho, 2020. "Stakeholder engagement in co-creation processes for innovation: A systematic literature review and case study," Journal of Business Research, Elsevier, vol. 119(C), pages 388-409.
    12. Linda D. Hollebeek & Moira K. Clark & Wafa Hammedi & René Arvola, 2021. "Cocreated brand value: theoretical model and propositions," Journal of Brand Management, Palgrave Macmillan, vol. 28(4), pages 413-428, July.
    13. Hussam Al Halbusi & Pedro Jimenez Estevez & Tan Eleen & T. Ramayah & Md Uzir Hossain Uzir, 2020. "The Roles of The Physical Environment, Social Servicescape, Co-Created Value, and Customer Satisfaction in Determining Tourists’ Citizenship Behavior: Malaysian Cultural and Creative Industries," Sustainability, MDPI, vol. 12(8), pages 1-23, April.
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    16. Thadathibesra Phuthong & Pongpun Anuntavoranich & Achara Chandrachai & Krerk Piromsopa, 2022. "Developing and Validating an Assessment Scale to Measure the Competitiveness of Wellness Destinations," Sustainability, MDPI, vol. 14(7), pages 1-27, March.
    17. Wenlong Liu & Xiucheng Fan & Rongrong Ji & Yi Jiang, 2019. "Perceived Community Support, Users’ Interactions, and Value Co-Creation in Online Health Community: The Moderating Effect of Social Exclusion," IJERPH, MDPI, vol. 17(1), pages 1-22, December.
    18. Mariia Bordian & Irene Gil-Saura, 2021. "Do IMC and Ecological Knowledge Drive Value Co-Creation? The New Way to Loyalty in Hospitality," Sustainability, MDPI, vol. 13(19), pages 1-15, September.

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