Marketing-Based Research Which Examines the Co-creation Experiences of Customers with Disability with the Hotel Industry

Co-creation of customer experiences has become a major area of research within market. The hotel industry is based on hotel managers fostering hospitality experiences that customers want. This research suggests that hotel managers orient their focus more toward the general market than the PwD segment. With this apparent omission of the group, a proactive engagement by people with disability and disability advocacy groups in fostering authentic understandings between hotel managers and customers with disabilities. Yet the research shows that customers with disability are not fully aware of the important role they can play in value co-creation of hotel products and experiences.

Copyright © 2014 Elsevier B.V. All rights reserved.

Value co-creation among hotels and disabled customers: An exploratory study

Susana Navarro
Luisa Andreu
Amparo Cervera

Abstract

This study examines how service supplier and buyer value co-creation influences buyers' attitudes toward service providers. Service-dominant logic is a prevalent concept in the services industry, providing an important marketing theory in which intangible resources, co-creation of value, and relationships are the keys to determining marketing exchanges. This research describes a model for analyzing value co-creation management in the hotel industry, focusing on the specific market segment of disabled customers. This framework helps foster value co-creation to increase the benefits for participants during each stage of their relationship. The paper also presents the managerial implications of the research findings.

Keywords: Value co-creation; Service-dominant logic; Disabled customers; Hospitality industry

Photo 1:  Heidi Haydon and Simon Darcy (left) explaining inclusive hotel room features to a familiarisation group at Sargood on Collaroy (photo provided by Sargood on Collaroy 2019 https://sargoodoncollaroy.com/ )

Full reference:

Navarro, S., Andreu, L., & Cervera, A. (2014). Value co-creation among hotels and disabled customers: An exploratory study. Journal of Business Research, 67(5), 813-818.

http://www.sciencedirect.com/science/article/pii/S0148296313004207

For further information on the paper please contact:

Susana Navarro
Universidad Europea de Valencia
General Elio, 46010
Valencia, Spain
susana.navarro@uem.es