Details

Autor(en) / Beteiligte

• Monferrer Tirado, Diego
• Moliner Tena, Miguel Angel
• Estrada, Marta

Titel

Co-creating customer experiences in service ecosystems: a study in a tourist destination

Ist Teil von

• The Journal of services marketing, 2024-01, Vol.38 (10), p.1-16

Ort / Verlag

Santa Barbara: Emerald Publishing Limited

Erscheinungsjahr

2024

Quelle

Emerald Management 200

Beschreibungen/Notizen

• Purpose This study aims to examine the co-creation of customer experiences at different levels in service ecosystems, analyzing the case of a tourist destination. Design/methodology/approach A questionnaire was designed based on previously validated scales. The questionnaire was distributed through the social media platforms Facebook and Instagram. The survey yielded 1,476 valid responses for three types of destinations. Structural equation modeling and multigroup analysis were performed to test the hypotheses. Findings Aggregate service experience and memorable customer experience (MCE) in service ecosystems are determined by customer experiences at a dyadic level. Service experience at the ecosystem level is formed from ordinary experiences at the actor level, while MCE is formed from extraordinary experiences at the dyadic level. The type of ecosystem moderates the relationships between the variables but does not alter the importance of each of them. Originality/value The relationship between the co-creation of customer experiences at different levels of service ecosystems (dyadic vs aggregate) is addressed. A relationship is established between the ordinary and extraordinary character of experiences and their memorability at the ecosystem level.