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Do IMC and ecological knowledge drive value co-creation? The new way to loyalty in hospitality

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Do IMC and ecological knowledge drive value co-creation? The new way to loyalty in hospitality

dc.contributor.author	Bordian, Mariia
dc.contributor.author	Gil Saura, Irene
dc.date.accessioned	2022-04-12T11:02:56Z
dc.date.available	2022-04-13T04:45:06Z
dc.date.issued	2021	es_ES
dc.identifier.citation	Bordian M, Gil-Saura I. Do IMC and Ecological Knowledge Drive Value Co-Creation? The New Way to Loyalty in Hospitality. Sustainability. 2021; 13(19):10785.	es_ES
dc.identifier.uri	https://hdl.handle.net/10550/82304
dc.description.abstract	Despite co-creation being considered a valuable strategy for incremental changes towards more sustainable activities and consumers’ declared interest, hospitality businesses still did not experience the expected level of client engagement in their service interactions. Therefore, the primary purpose of this paper is to examine the nature of value co-creation and its antecedents and consequences within the hotel industry context through the lens of sustainability. Integrated marketing communication (IMC) and ecological knowledge are examined as factors that enhance value co-creation. Satisfaction is observed as a mediator of the relationship between value co-creation and customer loyalty. A closed-response, in-person structured survey was used to collect data from 303 guests of hotels located in Ukraine. The hypotheses were tested using the partial least squares method. The findings reveal that company IMC causes a higher impact on value co-creation. However, ecological knowledge does not seem to affect value co-creation. Furthermore, value co-creation shows a significant influence on customer satisfaction, and directly and indirectly affects loyalty through satisfaction. This study’s theoretical and practical implications are included to assist both scholars and practitioners in the hospitality industry in enriching their understanding of effective value co-creation and communication strategies related to sustainability to increase customer satisfaction and loyalty.	es_ES
dc.language.iso	en	es_ES
dc.subject	imc for sustainability	es_ES
dc.subject	ecological knowledge	es_ES
dc.subject	value co-creation	es_ES
dc.subject	satisfaction	es_ES
dc.subject	loyalty	es_ES
dc.subject	hospitality industry	es_ES
dc.title	Do IMC and ecological knowledge drive value co-creation? The new way to loyalty in hospitality	es_ES
dc.type	journal article	es_ES
dc.subject.unesco	UNESCO::CIENCIAS ECONÓMICAS	es_ES
dc.identifier.doi	10.3390/su131910785	es_ES
dc.accrualmethod	S	es_ES
dc.embargo.terms	0 days	es_ES