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Monograph

THE IMPACT OF CUSTOMER VALUE CO-CREATION BEHAVIORS ON CUSTOMER EXPERIENCE AND LOYALTY

This study develops the dimensionality and measurement scale of customer  experience with P2P accommodation and proposes a theoretical model integrating  two lines of tourism research: customer value co-creation and customer experience. In  order to extract the dimensions of customer experience, 34 in-depth interviews were  conducted and a pilot test was implemented for Chinese Airbnb users.


Author: Lyu Jing

Edition: May 24, 2026

Printing:May 24, 2026

ISBN:  978-988-71421-5-7


Abstract


This study develops the dimensionality and measurement scale of customer  experience with P2P accommodation and proposes a theoretical model integrating  two lines of tourism research: customer value co-creation and customer experience. In  order to extract the dimensions of customer experience, 34 in-depth interviews were  conducted and a pilot test was implemented for Chinese Airbnb users. Grounded theory  and exploratory factor analysis was performed to extract the dimensions of customer  experience and value co-creation behavior. The questionnaire was then modified based  on the EFA result, and a further main survey was conducted to collect feedback from  Chinese Airbnb users. Confirmative factor analysis, structural equation modeling and  mediation analysis were implemented to assess the relationships involving customers’  value co-creation behavior, customers’ experience and loyalty. Five dimensions of  experience with Airbnb were extracted, namely, tangible and sensorial experience, host,  cultural experience, interaction with other guests, location. Meanwhile, two dimensions  of customer value co-creation behavior which were customer participation behavior and  citizenship behavior were exacted and verified. Customer participation behavior were  found including responsible behavior and information seeking and sharing, and customer  citizenship behavior included advocacy and help, feedback, and tolerance. Results  of structural equation modeling indicate that customer participation and citizenship  behavior had significant and positive effects on customer experience. The indirect effects  of participation behavior and citizenship behavior on loyalty via customer experience  were all significant. Customer experience not only has a direct positive effect on loyalty  but also mediates the relationship between value co-creation behavior and loyalty.  Implications as well as future research opportunities are offered.


Author's Bibliography


Lyu Jing serves as an Associate Professor at Shenzhen Polytechnic University and holds a Doctoral degree in Hotel and Tourism Management from The Hong Kong  Polytechnic University.


Citations


APA 7th Edition

Lyu, J. (2026). The Impact of Customer Value Co-Creation Behaviors on Customer Experience and Loyalty. EDUTECH PRESS 


Chicago Manual of Style (17th Edition) - Notes-Bibliography 

Lyu, J. (2026). The Impact of Customer Value Co-Creation Behaviors on Customer Experience and Loyalty. Hong Kong: EDUTECH PRESS, 2026. 


MLA 9th Edition 

Lyu, J. (2026). The Impact of Customer Value Co-Creation Behaviors on Customer Experience and Loyalty. EDUTECH PRESS, 2026. 


Harvard 

Lyu, J. (2026). The Impact of Customer Value Co-Creation Behaviors on Customer Experience and Loyalty. Hong Kong: EDUTECH PRESS.