| A gap in the knowledge base was found in that no research had been performed examining customer satisfaction as an antecedent to co-creation of value. This is important because organizations have difficulty engaging customers in co-creation of value, which has can increase loyalty, trust, innovation, and competitive advantage. The purpose of this study was to examine the relationship between customer satisfaction, as well as its constructs, and engagement in co-creation of value. Because an examination was made of interactions between individuals, the social exchange theory was used as foundational support for the study. The theory states that behavior between individuals is determined by the rewards and costs involved. Six research questions were used regarding the relationship between customer satisfaction, each of its components, and customer engagement in co-creation of value. A survey was distributed in a convenience manner until 256 adults who lived in the United States and had recently experienced hotel services responded. Data were examined using Pearson correlations and ordinary least squares multiple regressions to answer the research questions. The findings indicated overall customer satisfaction (r = .409, p < .001), reliability (r = .446, p < .001), assurance (r = .413, p < .001), tangibles (r = .227, p < .001), empathy (r = .369, p < .001), and responsiveness (r = .399, p < .001) each had a significant and positive relationship with customer engagement in co-creation of value. Recommendations for future research include examination of other potential engagement factors and development of an engagement platform. |
