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Journal of Management Sciences - Volume 7, Issue 1 2020
By Amna Tariq, Yasir Rashid, Ansar Waseem
10.20547/jms.2014.2007103
Keywords: Value co-creation; resource integration; operant and operand resources; travel industry.
Value creation has now transformed into customer-centric approach. Its focus has shifted towards the free will of customers and they are being engaged into value co-creation by means of different platforms. However within this research, experiential innovation and human experiences have received little attention and very few studies have empirically investigated resource integration. This study explains the value co-creation process within the travel industry by examining the impact of operand and operant resources on customer experiences. Data was collected from 215 customers who had previously used the services of travel agents. The results indicate that both operand and operant resources are important in managing customer experience. This study establishes the importance of human experience in creating value and guides modern firms to adopt service dominant logic instead of good dominant logic.