Title: Value co-creation and innovation performance: insight knowledge from companies and customers in the Malaysian hotel industry

Authors: Seyedeh Khadijeh Taghizadeh; Syed Abidur Rahman; Choo Ling Suan; Ali Vafaei-Zadeh

Addresses: Department of Management, College of Economics and Political Science, Sultan Qaboos University, Muscat, Oman ' Department of Management, College of Economics and Political Science, Sultan Qaboos University, Muscat, Oman ' Department of Management and Marketing, College of Business Administration, University of Bahrain, Kingdom of Bahrain ' Graduate School of Business, Universiti Sains Malaysia, Malaysia

Abstract: Based on the DART model, this research aims to assess the influence of value co-creation (VCC) processes on hotels' innovation performance (IP) in terms of new service development and delivery processes. Moreover, this research aims to use content analysis to ascertain customers' experiences in the hotel industry during service interactions. Data were collected from 105 four-and-five-star rated hotels in Malaysia and analysed via structural equation modelling using SmartPLS software. This study examined 52 tourists' experiences and feedback data staying in eight different four-and-five-star hotels for content analysis. Results reveal that dialogue influences new service development, whereas access influences both the delivery process and new service development. Besides, risk assessment and transparency influence the service delivery process. This study highlights that business transactions in the hotel industry begin and end with the 'customer'.

Keywords: value co-creation; VCC; innovation performance; hotel industry; DART model; Malaysia.

DOI: 10.1504/IJMP.2022.122615

International Journal of Management Practice, 2022 Vol.15 No.3, pp.279 - 300

Received: 22 Jan 2021
Accepted: 19 Feb 2021
Published online: 04 May 2022 *

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