Citation

Alam, Syed Shah and Ahsan, Mst. Nilufar and Kokash, Husam Ahmad and Khattak, Amira Naqeeb and Ahmed, Saif (2025) Creating Value Through Co-Production: A Malaysian Study of Hotel Livestreaming and Customer Engagement. International Journal of Hospitality & Tourism Administration. pp. 1-30. ISSN 1525-6480

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Abstract

This study examine the influence of customer engagement in co-production and value co-creation on Malaysian hotel livestreaming platforms. Utilizing an integrated framework of Service-Dominant Logic and Self-Congruity Theory, a quantitative analysis using PLS-SEM on data from 400 respondents reveals that equitableness, customer cognition, and interaction significantly influence intentions to co-produce, with co-production mediating their effects on value co-creation. Additionally, value in use, comprised of personalization and relative advantage, strongly predicts value co-creation intentions, highlighting the importance of tailored experiences in enhancing customer satisfaction and loyalty. Practically, the study provides actionable insights for hotel managers, emphasizing the design of livestreaming strategies that prioritize fairness, interaction, and personalization to foster deeper customer engagement and a competitive edge in the digital hospitality market.

Item Type:	Article
Uncontrolled Keywords:	Customer engagement
Subjects:	H Social Sciences > HF Commerce > HF5001-6182 Business > HF5601-5689 Accounting. Bookkeeping
Divisions:	Faculty of Management (FOM)
Depositing User:	Ms Rosnani Abd Wahab
Date Deposited:	27 Aug 2025 03:34
Last Modified:	27 Aug 2025 03:34
URII:	http://shdl.mmu.edu.my/id/eprint/14426

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