Why does customer co-creation improve new travel product performance?

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• 作者：Fang-Mei Tseng¹ ; ^{fmtseng@saturn.yzu.edu.tw" class="auth_mail" title="E-mail the corresponding author} ; Lan-Lung (Luke) Chiang ; ^{lukech@saturn.yzu.edu.tw" class="auth_mail" title="E-mail the corresponding author}
• 关键词：Resource-based view (RBV) ; Customer co-creation ; New product development (NPD) ; Travel industry ; FsQCA
• 刊名：Journal of Business Research
• 出版年：2016
• 出版时间：June 2016
• 年：2016
• 卷：69
• 期：6
• 页码：2309-2317
• 全文大小：458 K

文摘

Customer co-creation of new products/services can enhance the success of offerings; however, the results of previous studies are controversial. Using data from 161 responses, the study applies fuzzy set/qualitative comparative analysis (fsQCA) and hierarchical regression analyses to determine the influence of the moderators between customer co-creation of travel products and new product performance, with a solid ground on a theoretical framework deriving from resource-based view (RBV) theory. The results indicate that the relationship between customer co-creation and new product performance hinges upon the moderating effects of organizational culture and communication quality. The study contributes to the theoretical understanding of customer co-creation in the success of new travel products and offers practical suggestions for industry practitioners.