2020•Portuguese National Funding Agency for Science, Research and Technology (RCAAP Project by FCT)Open access

Leveraging customer value through co-creative experiences: a look into hotel businesses

Sofia Almeida, Ana Cláudia Campos

Abstract

The co-creation paradigm advocates businesses to focus on customers' skills and resources in order to create value. The co-creative experience emerges in this context as an opportunity for the customer to actively participate in the creation of personalized value. Customer co-creation is addressed in this study through the analysis of the propositions of co-creative experiences facilitated by three hotels operating in Portugal. Results from this research bring insights that help similar businesses to strengthen their orientation towards co-creation.

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Key concepts: Value creation, Co-creation, Humanities, Context (archaeology), Customer value, Business administration, Business, Political science