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Value co-creation and perceived value: A customer perspective in the hospitality context - ScienceDirect
Source: sciencedirect.com
Article summary:
1. This study explores the role of value co-creation (VCC) in customers’ perceived value (PV) in the context of hospitality services.
2. The study delineates two characteristics of PV—perceived quality and price—as sources for competitive strategy, and attempts to establish the existence of an effect of VCC implementation on these sources of strategy.
3. Structural equation modelling was used to test research hypotheses, with results indicating that transparency and risk affect a hotel guest's perceptions of price and quality, while access only determines the quality.
Article analysis:
The article “Value Co-Creation and Perceived Value: A Customer Perspective in the Hospitality Context” is a well-researched piece that provides an interesting perspective on how value co-creation can affect customer perceived value in the hospitality industry. The authors provide a comprehensive overview of the literature related to value co-creation, as well as its application to hotel services, which serves as a strong foundation for their research. Furthermore, they use structural equation modelling to test their hypotheses, which adds credibility to their findings.
However, there are some potential biases that should be noted when considering this article. Firstly, it is important to note that the authors have not explored any counterarguments or alternative perspectives on their topic; instead they focus solely on supporting their own argument without considering any opposing views or evidence. Additionally, there is no discussion about possible risks associated with implementing VCC in hospitality services; thus readers may not be aware of any potential drawbacks or unintended consequences that could arise from such practices.
Finally, it should also be noted that this article does not present both sides equally; instead it focuses primarily on supporting its own argument without providing much consideration for other perspectives or evidence that could contradict its claims. This could lead readers to form biased opinions based solely on what is presented in this article rather than forming an informed opinion based on all available evidence and perspectives.