Abstract
The notion of value creation has now transformed into customer-centric approach. Its focus
has been shifted towards the free will of customers and they are being engaged into value co-creation by means
of different platforms. However, within this research, experiential innovation and human experiences have
received little attention and very few studies have empirically investigated resource integration. This study
explains the value of co-creation process within the travel industry by examining the impact of operand and
operant resources on customers’ experiences. Data was collected from 215 customers who had previously
used the services of travel agents. The results indicate that both operand and operant resources are important
in managing customers’ experience. This study establishes the importance of human experience in creating
value and guides modern firms to adopt service dominant logic instead of good dominant logic.
Amna Tariq, Ansar Waseem, Yasir Rashid . (2020) Value Co-Creation in Travel Industry: Examining the Impact of Operand and Operant Resources on Actor Experience, Journal of Management Sciences, Volume 7, Issue 1.
-
Views
1075 -
Downloads
162
