Drivers and resources of customer co-creation: A scenario-based case in the restaurant industry

Jinyoung Im, Hailin Qu

Research output: Contribution to journalArticle

16 Scopus citations

Abstract

The aim of this study was to build and test a model that explores customer co-creation by integrating drivers and resources that promote customer co-creation. This study used a scenario-based survey that combines respondents’ personal experiences of dining at a full-service restaurant and their responses to the hypothetical scenario of the co-creation experience. The population of the study was restaurant customers in the United States who visited any full-service restaurant within the previous three months before the survey date. Using convenience sampling, respondents were recruited from the Amazon Mechanical Turk. A total of 501 responses were used for data analysis using a two-step approach of structural equation modeling. This study found that customers with a higher level of knowledge, self-efficacy, and motivation are more likely to participate in the co-creation experience. In addition, the results supported the role of the customer as a resource integrator during the co-creation experience.

Original languageEnglish (US)
Pages (from-to)31-40
Number of pages10
JournalInternational Journal of Hospitality Management
Volume64
DOIs
StatePublished - Jul 1 2017

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All Science Journal Classification (ASJC) codes

  • Tourism, Leisure and Hospitality Management
  • Strategy and Management

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