Customer value creation and Moroccan hotels' performance: a multi-party and multi-phase vision

IF 4.8 Q1 HOSPITALITY, LEISURE, SPORT & TOURISM
Ridouan Nejjari, Samira Slaoui
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Abstract

Purpose This study examines the impact of customer value creation on hotel performance. Customer value is seen as a multi-phase and multi-party process that combines hotel and tourist perspectives while also integrating the participation of frontline employees. The study also investigates financial performance (FP) and customer-based performance (CBP). Design/methodology/approach Data were collected from Morocco through multiple-informant design surveys to explore three perspectives related to three actors involved in the process, that is, the managers, the employees and the tourists. The hypotheses were tested with SmartPLS4. Findings The findings reveal that customer value positively and significantly impacts not only the FP of hotels but also the CBP. The results highlight a sequential relationship in which each actor drives the subsequent phase to definitively enhance the hotel's performance. The results further show significant mediation effects in the customer value sequence. Moreover, the results show a significant and positive effect of CBP on FP. Research limitations/implications Theoretical and managerial implications of the research are discussed and future important researches are drawn from the study limitations. Practical implications Managers must be aware that frontline employees and guests are crucial for creating customer value, which enables to improve their performance. The results highlight that hotels should motivate and involve frontline employees in value propositions (VP) development. Furthermore, the guests are the final arbiters of value who drive hotels' performance. Moreover, for additional FP, managers are required both to deliver superior value and create loyal customers. Originality/value This study mostly confirms previous findings and highlights a sequential relationship among three phases involving three actors of customer value. However, it reveals more reasonable and robust results in the mediation effect of the value offering (VO) between the VP and the perceived value-in-use (PVI). This study is also the first to provide evidence on the mediation effect of the PVI between the VO and the CBP.
顾客价值创造与摩洛哥酒店绩效:多方多阶段视野
本研究探讨顾客价值创造对酒店绩效的影响。顾客价值被视为一个多阶段和多方的过程,它结合了酒店和游客的观点,同时也整合了一线员工的参与。该研究还调查了财务绩效(FP)和基于客户的绩效(CBP)。设计/方法/方法通过多信息设计调查从摩洛哥收集数据,以探索与过程中涉及的三个行动者相关的三个视角,即管理人员,员工和游客。使用SmartPLS4对假设进行检验。研究发现,顾客价值不仅对酒店的FP有显著的正向影响,而且对CBP也有显著的正向影响。结果强调了一种顺序关系,即每个参与者推动后续阶段,最终提高酒店的绩效。结果进一步表明,在顾客价值序列中存在显著的中介效应。此外,结果表明,CBP对FP有显著的正向影响。讨论了研究的理论和管理意义,并从研究的局限性中引出了未来的重要研究。实际意义管理者必须意识到一线员工和客人对于创造客户价值至关重要,从而提高他们的绩效。结果强调,酒店应该激励并让一线员工参与价值主张(VP)的发展。此外,客人是推动酒店业绩的最终价值仲裁者。此外,对于额外的FP,要求管理者既要提供卓越的价值,又要创造忠诚的客户。原创性/价值本研究主要证实了之前的发现,并强调了三个阶段之间的顺序关系,涉及三个客户价值的参与者。而价值提供(VO)在VP与感知使用价值(PVI)之间的中介作用结果更为合理和稳健。本研究也首次提供证据证明PVI在VO和CBP之间的中介作用。
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来源期刊
Journal of Hospitality and Tourism Insights
Journal of Hospitality and Tourism Insights HOSPITALITY, LEISURE, SPORT & TOURISM-
CiteScore
6.30
自引率
33.30%
发文量
88
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