Title: Service co-creation in destination exporting - does decision-making logic foster the service co-creation process in designing new services?

Authors: Md. Nur Alam; Imtiaz Masroor; S.M. Rifat; Sandip Dey; Md. Noor Un Nabi; Sarif Mohammad Khan

Addresses: Business Administration Discipline, Khulna University, Kabi Jibanananda Das Academic Building, Khulna-9208, Bangladesh ' Human Resource Management Discipline, Khulna University, Kabi Jibanananda Das Academic Building, Khulna-9208, Bangladesh ' Business Administration Discipline, Khulna University, Kabi Jibanananda Das Academic Building, Khulna-9208, Bangladesh ' Navana Pristine Pavilion, 8th Floor, Plot-128, Block-CEN, Gulshan Ave, Dhaka-1212, Bangladesh ' Business Administration Discipline, Khulna University, Kabi Jibanananda Das Academic Building, Khulna, 9208, Bangladesh ' Business Administration Discipline, Khulna University, Kabi Jibanananda Das Academic Building, Khulna, 9208, Bangladesh

Abstract: Entrepreneurs make various business decisions that encompass both casual day-to-day decisions and long-term strategic decisions. Currently, decision-making environments are more dynamic, especially in the tourism sector, and core decision-makers have to make informed decisions while adapting to the dynamic environment. In the tourism industry, entrepreneurs can enjoy better competitive advantage if they co-create their offerings in tandem with their clients. Service co-creation is a strategic decision taken by the entrepreneur, which is affected by the decision-making process they adopt. This study explores the interrelations between effectuation, causation, service co-creation and customer satisfaction. Data collected by interviewer-administered structured-questionnaire approach from 100 owners of tour operators using non-probability judgemental and snowball sampling method were analysed using PLS-SEM. The findings of the study portray that causation has no relation to service co-creation. The study also covers that effectuation strongly correlates with service co-creation, which has a strong positive relationship with customer satisfaction.

Keywords: effectuation; causation; service co-creation; customer satisfaction; destination exporting.

DOI: 10.1504/IJEXPORTM.2022.127776

International Journal of Export Marketing, 2022 Vol.5 No.1, pp.4 - 31

Received: 23 Apr 2022
Accepted: 10 Jul 2022
Published online: 16 Dec 2022 *

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