Customer value cocreation behaviors in hospitality: Antecedents and mediators

Customers in the hospitality industry are essential to cocreating unique and memorable experiences. Encour-aging customer value cocreation behaviors (CVCBs) is crucial for managers to gain a competitive advantage and ensure sustainable operations. This study investigated the relationships between consumer and firm innova-tiveness, customer brand identification (CBI), and CVCBs and examined the mediating influence of CBI. analysis of data from questionnaires completed by 296 hotel customers in Taiwan revealed that consumer and firm innovativeness positively affect CBI, customer participation, and customer citizenship behaviors. CBI positively affects customer participation and citizenship behaviors and mediates the relationships between consumer and firm innovativeness and CVCBs. This research contributes to the literature on innovativeness, brand identification, and customer value cocreation and provides a valuable theoretical basis for the hospitality industry. The findings can provide firms with strategies for service innovation, market segmentation, and customer relationship management.