comunitat-uji-handle:10234/9
comunitat-uji-handle2:10234/8645
comunitat-uji-handle3:10234/8646
comunitat-uji-handle4:
INVESTIGACION
Resumen
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 ... [+]
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. [-]
Derechos de acceso
info:eu-repo/semantics/openAccess