Previous research on older customers’ well-being has not addressed how customer-to-customer interactions (CCIs) can improve the well-being for older adults in outdoor recreational services. The objective of this study is to examine this gap in the literature, drawing on a value co-creation approach. Data is collected by in-depth interviews with 26 older customers (+55 years), of two outdoor recreational services in Australia, social dancing and sailing, which involve abundant interaction among customers. The findings identify four general well-being outcomes for older customers of these recreational services that emerge from value co-creation activities held during CCIs: (1) personal growth and learning, (2) sense of mastery and self-confidence, (3) positive relationships with others, and (4) self-acceptance and improved mental health. The findings are useful for managers of recreational services for elderly, government boards, community centers, and public policy makers. Management Implications: Several managerial suggestions are provided to managers of recreational services, policymakers, and government assistance programs for older adults. The results suggest that outdoor recreational services 1. are not only useful to the older population for leisure purposes, but also for improving different dimensions of their well-being. 2. should implement training programs for their employees to increase their awareness of how CCIs can improve older customers’ well-being and therefore encourage and empower them to engage in interactions with other customers. 3. should also redesign their service offerings for older customers and consider generating instances for frequent social interactions and activities among customers during or after the service provision. 4. are encouraged to promote outdoor activities that older adults can do to stay active while following social distancing guidelines to avoid prolonged periods of isolation.
- Customer-to-customer interactions (CCIs)
- Older adults
- Recreational services
- Value co-creation