Mood regulation, customer participation, and customer value creation in hospitality services

Babak Taheri, Filipe J. Coelho, Carlos M. P. Sousa, Heiner Evanschitzky

Research output: Contribution to journalArticle

16 Citations (Scopus)
26 Downloads (Pure)

Abstract

Purpose
Customers play a key role in value creation. Not surprisingly, research has investigated customers’ motivations to engage in the creation of value. Thus, this study aims to assess the link between mood-regulatory processes and customer participation in value creation.

Design/methodology/approach
This study develops a model that relates mood-regulatory processes to customer participation and customer value creation, and tests it with a sample of 419 hotel customers, using partial least squares estimation.

Findings
It is found that mood clarity relates directly with customer relational value; mood monitoring relates directly with customer participation as well as directly and indirectly with customer economic and relational value; and mood repair relates directly with customer participation and customer economic value, as well as indirectly with customer economic and relational value.

Research limitations/implications
This is a cross-sectional study limited only to hotels in Iran. This is the first study to evaluate the relationship between mood regulation with customer participation and value creation. Hospitality service organizations interested in promoting customer participation may consider mood as a segmentation criterion.

Originality/value
Value creation theory was applied to identify the relationship among customer mood regulation, participation, economic value and relational value, as it is first attempted in the hospitality studies.
Original languageEnglish
Pages (from-to)3063-3081
Number of pages19
JournalInternational Journal of Contemporary Hospitality Management
Volume29
Issue number12
DOIs
Publication statusPublished - 11 Dec 2017

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