ABSTRACT

Value co-creation (VCC) appears as one of the key trends in marketing and management to reactivate the connection with customers. The main objective of this study is to analyze the chain of direct effects: VCC -> Brand Equity (BE) -> Customer Satisfaction (SAT). Furthermore, this research attempts to assess whether, in this chain of effects, there may be an interaction between both antecedent variables (VCC and BE) that enhances the understanding of satisfaction, and contrast the overall model for two segments: customers who booked the hotel through a traditional offline travel agency versus customers who booked online. The model is tested using PLS technique. Data was collected from 575 customers of four-star hotels in Majorca (Spain). Results reinforce the key importance of branding strategies in hotel management while showing that the channel of distribution partially moderates the relationships. Theoretical contribution and managerial implications are discussed.

摘要

价值共创 (VCC) 似乎是营销和管理中重新激活与客户联系的主要趋势之一。本研究的主要目的是分析直接影响链：VCC -> 品牌资产 (BE) -> 客户满意度 (SAT)。此外，本研究试图评估在这一系列影响中，两个前因变量（VCC 和 BE）之间是否存在交互作用以增强对满意度的理解，并对比两个部分的整体模型：预订酒店的客户通过传统的线下旅行社与在线预订的客户。该模型使用 PLS 技术进行测试。数据收集自马略卡岛（西班牙）四星级酒店的 575 名顾客。结果强化了品牌战略在酒店管理中的关键重要性，同时表明分销渠道部分调节了关系。讨论了理论贡献和管理意义。