Co-creating value with customers: a study of mobile hotel bookings in China

Purpose This study aimed to develop a framework to explain the reciprocity of the value co-creation process in mobile hotel booking context, and to clarify values for customer and supplier. Design/methodology/approach A research framework was developed based on the previous literature to derive insights on value co-creation process. Online surveys were conducted among mobile hotel bookers in China. Confirmatory factor analysis and structural equation modeling were used to test the proposed framework. Findings The findings suggested that suppliers should improve the values for customers (Functionality, Usability, and Perceived Value) to achieve values for themselves [Customer Lifetime Value (CLV), Customer Knowledge Value（CKV）, Customer Referral Value (CRV), and Customer Influencer Value (CIV)]. The relation between satisfaction and CLV was moderated by the CIV from other customers. Practical implications Suppliers should enhance customer value from the aspects of functionality, usability, and perceived va...