Bridging service dominant logic and the concept of customer value through higher order indexes: Insights from hospitality experiences

Service-dominant logic (SDL) and the concept of customer value (CCV) are both phenomenological approaches to value creation, deeply applied to tourism services. Conceptual and empirical models linking CCV value types (efficiency, excellence, status, esteem, play, aesthetics, ethics, escapism) and SDL actors (firm, employees, and customers) are tested (340 hotels’ guests). We build higher-order indexes with PLS to test interactivity and contextuality. Indexes of value proposition (firm), value offering (employees) and perceived-value-in-use (consumer) are combined into a reflective-formative-formative index (experiential co-created value). Results show balanced integration of the three actors, positive effect of travel frequency, negative of educational level, and non- significant for gender.