Journal
EUROPEAN RESEARCH ON MANAGEMENT AND BUSINESS ECONOMICS
Volume 28, Issue 1, Pages -Publisher
ELSEVIER SCI LTD
DOI: 10.1016/j.iedeen.2021.100175
Keywords
Value co-creation; Perceived value; Perceived price; Perceived quality; Hospitality services; Hotels
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Using the DART model as the core framework, this study explores the impact of value co-creation on customers' perceived value in hospitality services. The results show that transparency and risk influence hotel guests' perceptions of price and quality, while dialogue does not have a positive influence on perceived price or quality.
Using the DART (dialogue, access, risk, and transparency) model as a core framework of value co-creation (VCC), and in the context of hospitality services, this study explores the role VCC might have in customers' perceived value (PV). The study delineates two characteristics of PV-perceived quality and price-as sources for competitive strategy. It attempts to establish the existence of an effect of VCC implementation on these sources of strategy, as well as the intensity of the effect. The study's data were collected via self-administered questionnaires from 484 tourists on their return home. Through structural equation modelling, we tested our research hypotheses. The research results indicate that transparency and risk affect a hotel guest's perceptions of price and quality, while access only determines the quality. Contrary to what we expected, dialogue did not have a positive influence on the perceived price or perceived quality. Finally, the results support the notion that perceived quality affects the perceived price. As a firm-orientated model, the DART model was applied to the customer context for the first time in this study, which contributes to the marketing literature. (C) 2021 The Author(s). Published by Elsevier Espana, S.L.U. on behalf of AEDEM.
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