Research On The Customer Value Co-creation Behavior Of The Tourism Service Customization

In recent years,with the gradual improvement of people’s living standards and the pursuit of tourism quality,customized tourism to meet individual needs has shown a rapid growth trend.Compared with conventional tourism products,customized tourism products have the characteristics of high personalization,high segmentation,high operating costs and higher tourism product prices.How to reduce the price sensitivity of consumers to customized tourism products and maintain long-term cooperative relations with customers is a difficult problem to be solved urgently in the operation and management of tourism customization enterprises.Adapting to the consumption upgrade needs of tourism customers,accelerating the healthy and orderly development of customized tourism,and promoting the transformation and upgrading of tourism enterprises,these factors are important for broadening the academic research on consumption behavior,enriching the management practice of tourism enterprises,and promoting the high quality of my country’s cultural tourism industry and tourism enterprises in the post-epidemic era.Development,as well as promoting the domestic circulation of the tourism market and accelerating the construction of a new development pattern of "dual circulation" are of great significance.The existing research on service customization shows that maintaining a long-term cooperative relationship between enterprises and customers can effectively reduce operating costs and is also the key to gaining advantages in the fierce market competition.Relevant studies have also pointed out that after the main body of value creation has changed from a single enterprise to the co-creation of enterprises and customers,the impact of customer role behavior on value co-creation has become the focus of attention.The research on value co-creation in the process of tourism service customization believes that tourism service customization enterprises guide customers to actively interact with enterprises by providing value propositions,and jointly create value by influencing customers’ in-role behaviors.analysis.Moreover,existing related research has not clearly answered the role of task-related out-of-role behavior and social-related out-of-role behavior exhibited by customers in the process of tourism service customization on co-creation value on the basis of distinguishing the difference in customer out-of-role behavior.effects and their mechanisms of action.Based on the above considerations,on the basis of systematically sorting out the relevant research progress on tourism service customization,customer value,value co-creation,and customer out-of-role behavior,this paper first adopts the coding analysis method to focus on the out-of-role behavior and value co-creation of customers in tourism service customization.Through the in-depth interview method and thematic analysis method,the customer’s out-of-role behavior type,main performance and its role relationship with value co-creation of tourism service customization are extracted through in-depth interview method and theme analysis method.Secondly,based on the SOR analysis model,the social exchange theory is comprehensively applied.Role Behavior Theory,Self-Determination Theory,Social Identity Theory and other classic theories,construct a theoretical analysis framework for the influence of customer out-of-role behavior in tourism customization on value co-creation,price sensitivity,and relationship sustainability,and explore the different goal orientations of tourism consumers.Research hypotheses are put forward for the moderating effect of value co-creation on price sensitivity and relationship sustainability.Finally,based on the theoretical analysis framework,this paper constructs an empirical model,revises the variable measurement items and designs the questionnaire,verifies the validity of the scale in the pre-investigation process,and conducts model reliability and validity testing,path relationship and fit analysis,and then use structural model,mediation effect test,moderation effect test and other empirical methods to test the research hypotheses one by one,and verify the impact of customer out-of-role behavior in tourism service customization on co-creation value,price sensitivity,relationship sustainability and the moderating effect of customer goal pursuit.The main research conclusions are as follows:(1)Out-of-role behavior of customers in the context of tourism service customization can be summarized as task-related out-of-role behavior and social-related out-of-role behavior,which will trigger customers’ perception of value and then affect customer behavior willingness.Task-related out-of-role behavior refers to the role-playing behaviors that customers spontaneously generate,are not required,are related to customized tasks,and are beneficial to enterprises and customers in the context of tourism service customization,including product innovation suggestions and process innovations.Suggestions,tolerate mistakes of service personnel,and take the initiative to help service personnel to complete the plan.Social-related out-of-role behavior refers to the role-playing behaviors that customers spontaneously generate,are not required,and can improve the quality of interpersonal relationships in the context of tourism service customization.Mutual assistance,caring for service personnel,responding to topics not related to custom tasks.In the context of tourism service customization,tourism customers’ task-related out-of-role behavior and social-related out-of-role behavior will affect their expected realized value and perceived process value,which in turn affects their price acceptance and willingness to maintain a relationship.(2)There are differences in the influence of tourism customers’ task-related out-of-role behavior and social-related out-of-role behavior on value co-creation.Compared with social-related out-of-role behaviors,task-related out-of-role behaviors have a more significant impact on perceived expected value;compared with task-related out-of-role behaviors,social-related out-of-role behaviors The impact on perceived process value is more significant.This study further confirms that the value co-creation in the tourism customization process is co-created by tourism customers and enterprises through continuous interaction.The generation of value co-creation not only requires customers to implement in-role behaviors,but also customers’ out-role behaviors can also bring significant impact..(3)Value co-creation behavior in tourism service customization has a significant impact on customer price sensitivity and customer-firm relationship sustainability.The formation of tourism customers’ purchasing decisions will depend on the perceived value they obtain,and the generation of co-creation value of tourism customized services is formed in the process of tourism customers’ spontaneous participation in the production process of enterprise customized services.Process co-creation of value forms the core perceived customer value in the process of tourism customization service and is an important basis for its behavioral decision-making.In the process of service customization,tourism customers are motivated by social recognition and will make better evaluations of customized services.This value co-creation behavior will reduce the price sensitivity of customers to customized service plans and identify with enterprises based on social recognition.Higher loyalty,which in turn improves customer-business relationship sustainability.In the process of tourism service customization,both the customer’s perceived expected value and perceived process value have a significant negative impact on price sensitivity;both the customer’s perceived expected realized value and perceived process value have a significant impact on the sustainability of the customer-enterprise relationship.positive influence.(4)Customers’ perceived expected realized value and perceived process value play a mediating role in the relationship between customer out-of-role behavior,price sensitivity and relationship sustainability.Perceived expected realized value and perceived process value play a mediating role in the relationship between customer’s task-related out-of-role behavior,price sensitivity,and relationship sustainability;The relationship between out-of-role behavior and price sensitivity,and the relationship between sustainability and the role of sustainability play a mediating role,which verifies the key role of value co-creation in the impact of customer out-of-role behavior.In the process of value co-creation,the more positive value customers perceive,the more influence they will have on their behavioral intentions,which will help them establish long-term and sustainable customer relationships with travel customization companies,and further reveal that customers’ out-of-role behaviors play a role in tourism.Influence mechanism of service customization value co-creation process.(5)Different goal pursuits of tourism customers moderate the relationship between perceived expected realized value and perceived process value on value sensitivity and relationship sustainability.Compared with the tourist customers who pursue the hedonic goal,the tourists who pursue the functional goal perceive the expected realized value to have a stronger impact on their price sensitivity;compared with the tourist customers who pursue the hedonic goal,the tourist customers who pursue the functional goal perceive the expected realized value to have a stronger relationship with it.Sustainability impacts are stronger. Considering that tourism consumers have different goals and pursuits in the process of service customization,the expected realized value perceived by customers in the process of tourism service customization has a significant change in its impact on price sensitivity and relationship sustainability.For tourism customers who mainly pursue functional goals,their perceived expected realized value in the process of tourism customization has a more significant impact on their price sensitivity and relationship sustainability.Compared with the tourist customers pursuing functional goals,the co-creation process of tourism customers pursuing hedonic goals has a stronger impact on their price sensitivity.Its relationship sustainability impact is stronger.Based on the above research conclusions,this paper puts forward the following management implications around customer out-of-role behavior and value co-creation:(1)Tourism service customization enterprises should establish an operation management concept that is consistent with the service-leading logic.Tourism service customization enterprises should firmly follow the service-dominant logic,comply with the unique needs of customers,give full play to the advantages of customized tourism to meet customers’ personalized demands,and provide more effective support for the value co-creation behavior in customer tourism service customization.Only by improving the enthusiasm and initiative of customers to actively participate in customization can tourism enterprises fundamentally solve the problem of low satisfaction with traditional tourism and enhance their own market competitiveness.(2)Tourism service customization enterprises should systematically design around customer role behavior.Tourism service customization enterprises should strengthen the systematic design of customer out-of-role behavior in the tourism customization process,actively guide customers to participate in out-of-role behavior,and promote corresponding types of out-of-role behavior according to specific purposes,which not only improves the communication between employees and customers It also trains employees in the skills of social interaction with customers,so as to enhance the perceived process value of customers,and continues to deliver knowledge and information about customized travel and destinations to customers before and during customization,so as to fully mobilize customers to participate.The enthusiasm in the customization process enables customers to contribute more energy and wisdom in the customization process,thereby enhancing customers’ perceived expectations and realizing value.(3)Tourism service customization enterprises should adopt targeted strategies to improve the perceived value of different types of customers.In order to enhance customers’ perceived process value,enterprises should improve customers’ customization environment,improve employees’ service ability and level,and create a relaxed and pleasant atmosphere to let customers feel positive and happy emotions in the process of participating in customization.For improving customers’ perceived expectation and realize value,enterprises can investigate customers before the customization process,understand each customer’s expectation,and focus on the customer’s expectation content in the subsequent process,so as to meet customers’ personalized needs and make them realize their expectations as much as possible.(4)Tourism service customization enterprises should adopt differentiated value guidance strategies for tourism customers pursuing different goals.Tourism service customization enterprises should attach great importance to the goal pursuit orientation of customers,comply with their goal needs,and formulate differentiated value perception guidance strategies,so as to effectively achieve the purpose of reducing customer price sensitivity and improving relationship sustainability.Tourism service customization enterprises should invite customers to fill in the goal-oriented questionnaire in advance to understand whether customers pursue functional goals or hedonic goals.Then,when improving customers’ perceived value,enterprises put particular emphasis on perceiving the expected realized value for customers pursuing functional goals and process value for customers pursuing hedonic goals.Generally,based on the perspective of customer behavior outside the role,this paper studies the customer value co creation behavior in tourism service customization,which mainly has the following innovations:(1)Combined with the situation of tourism customized service,this paper divides the types of tourism customer role-based behavior,expands the existing research on customer role-based behavior,and provides a novel analytical perspective for the research of tourism service marketing.With the research on employee role behavior in organizational behavior,the existing literature divides the customer role behavior into customer participation behavior and customer citizenship behavior,which correspond to the behavior within the customer role and the behavior outside the customer role respectively.However,as an individual in the society,customers are implementing role behavior according to the expectation of the environment(or situation)and their understanding of the role anytime and anywhere.It is not suitable to simply treat customer citizenship behavior as customer behavior outside the role.This study fully combines the specific consumption situation of tourism service customization,and puts forward two-dimensional types of customer out of role behavior through qualitative analysis,that is,task-based and social related customer out of role behaviors not only provides a new paradigm for the division of customer role behavior,enriches and expands the existing research on customer out of role behavior,but also identifies customer out of role behavior in combination with tourism service customization situation,which provides a new perspective for the research of tourism service marketing.(2)Based on the integrated analysis perspective of value co creation between customers and enterprises,this paper constructs a theoretical framework that the external behavior of customers combined with the context of tourism service customization affects value co creation and its results,so as to provide a novel and systematic analysis paradigm for the research of value co creation in service customization.The existing literature on value co creation in service customization is mostly based on a certain aspect of value co creation,for example,concept and evolution logic,customer will,enterprise resource integration ability or result,which is discussed from a single perspective of customization enterprises or tourism customers,or at a certain stage of tourism customization process,but the existing research has not integrated customer behavior,enterprise customer value co creation and its result influence into a theoretical analysis framework.Drawing on the theories of marketing,social psychology,tourism management and other disciplines,and based on the integrated perspective of tourism customers and tourism customization enterprises participating in value creation,this study attempts to build a theoretical analysis framework of the impact of customer role external behavior on value creation and its results in combination with the context of tourism service customization,which not only reveals the mechanism of enterprise customer value co creation behavior in tourism service customization,but also provides a more systematic theoretical framework for understanding customer behavior in Tourism service customization.(3)Identify the mechanism of the role of customer out of role behavior on value co creation in tourism service customization,which makes up for the lack of attention to customer out of role behavior in the research of service value co creation.Focusing on the problem of value co creation from the perspective of customer role behavior,the existing literature has done more research on value co creation under customer participation behavior but lacks systematic analysis from the perspective of customer role behavior.According to the viewpoint of service ecosystem,enterprises need to support users with different motives to participate in value creation in the process of promoting value co creation,and fully consider the impact of customers’ different role behaviors.This study deeply discusses the impact of customer behavior outside the role on value co creation and its results in tourism service customization,reveals the impact of different types of value co creation in the process of tourism service customization on customer price sensitivity and relationship sustainability,and grasps the intermediary role of perceived expectation to realize value and perceived process co creation value,examines the regulatory role played by tourism customers’ pursuit of different goals,more rigorously identifies the mechanism of customer role-based behavior on tourism customization enterprises to achieve customer value co creation and maintain customer relationship,enriches and expands the existing relevant research on the antecedents / results of value co creation in tourism service customization,and makes up for the deficiency of ignoring customer role-based behavior in the existing relevant literature on service value co creation.