Evaluating the impact of online peer to peer value co-creation in online Hospitality sector

Alqayed, Yousef, Foroudi, Pantea ORCID: https://orcid.org/0000-0003-4000-7023, Dennis, Charles ORCID: https://orcid.org/0000-0001-8793-4823, Foroudi, Mohammad and Kaouther, Kooli (2020) Evaluating the impact of online peer to peer value co-creation in online Hospitality sector. European Journal of International Management . ISSN 1751-6757 [Article] (Accepted/In press)

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Abstract

To understand the concept of peer value co-creation behavior and its antecedents and consequence, this study employed theory of service-dominant logic and social identity to address the main research question “to what extent does peer value co-creation behavior and its antecedents lead to peer satisfaction, peer loyalty, and active participation?” A total of 47 data were conducted via 24 in-depth interviews with employees and managers from diverse organisations and four focus groups (23 participants - consists of 5-6 participants per group) with employees, and users of hospitality online brand community, MBA and undergraduate students, and doctoral researchers. This study recognized the key antecedents of peer value co-creation behavior on peer value co-creation and the key consequences. This research has essential implications for theory expansion, development of current literature in the field and business practices.

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