Value Co-creation between Customer and Hotel Business to Enhance Customer’s Engagement

Main Article Content

สุธา พงศ์ถาวรภิญโญ
ผศ.ดร. เกิดศิริ เจริญวิศาล
รศ.ดร.นรินทร์ สังข์รักษา


With intense competitive situations in business world as well as increasing influence of social network that could bring customers together, business operators had to adapt their business strategies to satisfy changing consumer needs to assure their improved competitive advantages and survival. The vital point to be considered in marketing formulation were customer needs, and currently, the concept of value co-creation was employed in marketing management to satisfy customers and encourage their engagement with products and services. When customers trusted in certain products and services, they would become advocacies for the business. 

This article would focus on value co-creation process between customer and business that would lead to customer engagement by presenting changes of value creation concept in marketing viewpoints for the online era, and as such, customers would jointly create and think about the products and services. This paper employed literature review technique in researching from textbooks, academic articles, and research articles from various sources. Benefits expected from value co-creation were that products and services would really satisfy customer needs, and the study would benefit entrepreneurs, who would apply this concept in their business operations to strengthen their competitive advantages.

Article Details

Research Article


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