Co-creation and service innovation as performance indicators in the hospitality industry / Vivek Sharma and Dada Ab Rouf Bhat

• Main Authors: Sharma, Vivek, Bhat, Dada Ab Rouf
• Format: Article
• Language: English
• Published: Faculty of Hotel and Management, Universiti Teknologi MARA, Puncak Alam Campus 2020
• Subjects: Etiquette of entertaining. Duties of host and hostess. Hospitality; Customer services. Customer relations; Hospitality industry. Hotels, clubs, restaurants, etc. Food service
• Online Access: http://ir.uitm.edu.my/id/eprint/43007/1/43007.pdf; http://ir.uitm.edu.my/id/eprint/43007/; https://www.jthca.org/jthca

This study aims at assessing the impact of co-creation on service innovation and also explores the dimensions of service innovation in the hotel industry as a performance indicator. The study was carried out through self-administered questionnaires to collect the data from 317 managers and frontline staff members of the luxury hotels using non-probability convenient sampling method. Structured equation modeling (SEM) was used to test the hypothesized relationship. The study outcomes revealed an imperative knowledge about co-creation and service innovation by determining its impact on hotel's overall performance in the hospitality industry. Further, there was a significant impact of co-creation on service innovation which in-turn positively contributes to financial and non-financial performance and lastly, the technological innovation and organizational innovations were found as the key dimensions of service innovation. Finally, this study establishes a foundation for future research and offers managerial guidance in this increasingly important area as it can be widened to different service sectors that may lead to a more generalized outlook of the whole service industry.