Value Co-Creation Behavior on Hotel Guests’ Revisit Intention: The Mediating Role of Customer Satisfaction and Subjective Well-Being
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This research sought to examine the causal relationships among value co-creation behavior, customer satisfaction, subjective well-being, and revisit intention within the hotel sector. Utilizing a close-ended questionnaire developed through a comprehensive literature review. The data was collected from 494 Thai customers with previous hotel experiences in Thailand and subsequently analyzed through Structural Equation Modeling (SEM)
Notable findings include 1) Value co-creation behavior indirectly influences revisit intention through customer satisfaction and subjective well-being (β = .317, p<.05) 2) Personal interaction is crucial in enhancing customer satisfaction and well-being, which can lead to increased likelihood of guests returning to the hotel. 3) These insights can guide hotel businesses in improving their strategies and operations, focusing on creating value and enriching the customer experience.
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