Measuring customer value in online collaborative trip planning processes

Purpose – The paper first aims to analyse the role and functionality of geocollaborative portals in assisting collaborative trip planning processes and then it seeks to develop and test a model for measuring the multi‐dimensionality of customer value perceived by system users.Design/methodology/approach – Primary data are collected from students assigned to use Yahoo! Trip Planner for collaboratively designing an hypothetical trip. A two step approach of an exploratory factor analysis and confirmatory factor analysis was used for testing the model measuring the types of customer value derived from the system use.Findings – Findings provide evidence of the existence of both “give” (risk, time and effort to use the system) and “get” (functional, social and emotional) customer values.Research limitations/implications – Findings are limited to the demographics of the students' sample, while future research should also try to replicate the study in other contexts (e.g. cultures, type of trips and destinations)...

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