Customer co-creation of travel services: The role of company support and customer satisfaction with the co-creation performance

The tourism industry is characterized by high-contact services in which co-creation of customers plays a major role. This paper develops a conceptual model of customer co-creation of tourism services and empirically tests this model in a travel agency context. Applying a SEM-approach, company support for customers is found to significantly affect the degree of customer co-creation. The degree of co-creation further positively affects customer satisfaction with the service company, customer loyalty, and service expenditures. A test of the moderating effect of the customers' satisfaction with their own co-creation performance on satisfaction with the service company and on service expenditures suggests that those customers who are satisfied with their co-creation activities spend more on their travel arrangements, but that they are less satisfied with the company. Important implications for co-creation theory and practice in high-contact service industries can be derived.

► This paper theoretically develops and empirically tests a model of customer co-creation of tourism services.
► Company support for customers increases the degree of co-creation.
► Degree of co-creation positively affects customer satisfaction, customer loyalty, and service expenditures.
► Customers who are satisfied with their co-creation spend more on their travel arrangements.