Value co-creation behaviours from customer-to-customer interactions (CCIs) in recreational social tango experiences

Research output: Contribution to journalArticlepeer-review

6 Scopus citations

Abstract

Drawing on customer-dominant (C-D) logic, the main objective of this study is to examine value co-creation behaviours that emerge from customer-to-customer interactions (CCIs) in recreational dance experiences. In-depth interviews were held with 15 dance participants located in Chile, who take social tango classes. The findings identify seven CCI value co-creation behaviours, such as seeking and sharing information about the service with other participants, complying with service requirements and behaving responsibly towards other participants, developing personal interactions with other participants, helping and providing feedback to other participants, and finally being tolerant of and courteous to other participants. The findings of this study advances knowledge on value co-creation and can assist recreational services and dance school managers to develop more effective service strategies for improved customer experiences.

Original languageEnglish
Pages (from-to)666-681
Number of pages16
JournalLeisure Studies
Volume38
Issue number5
DOIs
StatePublished - 2019

Keywords

  • Customer-to-customer interactions (CCIs)
  • recreational services
  • social dancing
  • tango
  • value co-creation

Fingerprint

Dive into the research topics of 'Value co-creation behaviours from customer-to-customer interactions (CCIs) in recreational social tango experiences'. Together they form a unique fingerprint.

Cite this