Exploring the relationship between co-creation and satisfaction using QCA

Customer behavior is one of the key components of value co-creation. Several authors believe that co-creation generates satisfaction. However, few studies exist that focus on that relationship. This study explores the relationship between value co-creation and customer satisfaction in spa services through a fuzzy-set qualitative comparative analysis (fsQCA). QCA analysis allows exploring the relations between the variables. The main contribution of this article is going beyond identifying the concrete co-creation variables that relate to satisfaction. The sample consists of hotel clients that use the spa service.

[1]  H. Håkansson,et al.  Dyadic Business Relationships within a Business Network Context , 1994 .

[2]  Lance A. Bettencourt,et al.  Customer voluntary performance: Customers as partners in service delivery , 1997 .

[3]  Stephen L. Vargo,et al.  Competing through service: Insights from service-dominant logic , 2007 .

[4]  Youjae Yi,et al.  Customer value co-creation behavior: scale development and validation , 2013 .

[5]  Barbara Vis,et al.  The Comparative Advantages of fsQCA and Regression Analysis for Moderately Large-N Analyses , 2012 .

[6]  Gabriele Troilo,et al.  The joint contribution of marketing and sales to the creation of superior customer value , 2007 .

[7]  Sandra Lowe,et al.  Redesigning Social Inquiry Fuzzy Sets And Beyond , 2016 .

[8]  Mihai Paunescu,et al.  Mapping the institutional capital of high-tech firms: A fuzzy-set analysis of capitalist variety and export performance , 2010 .

[9]  Nicola E. Stokburger-Sauer,et al.  Customer co-creation of travel services: the role of company support and customer satisfaction with the co-creation performance. , 2012 .

[10]  Peer C. Fiss.  Building Better Causal Theories: A Fuzzy Set Approach to Typologies in Organization Research , 2011 .

[11]  F. J. C. Silva,et al.  Heterogeneity of customers of personal image services: a segmentation based on value co-creation , 2013 .

[12]  C. Wu,et al.  A re-examination of the antecedents and impact of customer participation in service , 2011 .

[13]  Stephen L. Vargo,et al.  Service-dominant logic: continuing the evolution , 2008 .

[14]  Manuela Vega-Vázquez,et al.  The value co-creation process as a determinant of customer satisfaction , 2013 .

[15]  Arch G. Woodside,et al.  Proposing a new logic for data analysis in marketing and consumer behavior: case study research of large-N survey data for estimating algorithms that accurately profile X (extremely high-use) consumers , 2012 .

[16]  C. Grönroos.  Service logic revisited: who creates value? And who co‐creates? , 2008 .

[17]  Cynthia A. Lengnick-Hall,et al.  From recipient to contributor: examining customer roles and experienced outcomes , 2000 .

[18]  Ana María Díaz Martín,et al.  La confianza y la satisfacción del cliente: variables clave en el sector turístico , 2007 .

[19]  P. A. Dabholkar,et al.  Consumer participation in using online recommendation agents: effects on satisfaction, trust, and purchase intentions , 2012 .

[20]  C. Ennew,et al.  Impact of Participative Service Relationships on Quality, Satisfaction and Retention: An Exploratory Study , 1999 .

[21]  Benoît Rihoux,et al.  Configurational Comparative Methods , 2011 .