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Abstract This study aimed to examine value co‐creation as a predictor of customer satisfaction and emotional well‐being using a comprehensive research model. It investigated the personal (customer extraversion and agreeableness) and situational (customer–employee rapport) variables that influence value co‐creation (customer participation and citizenship behaviors) and, consequently, lead to customer satisfaction and emotional well‐being. The tourism sector was selected for the study because value co‐creation, satisfaction, and emotional well‐being are crucial for hotel managers and academic researchers in the dynamic and competitive service environment. Around 400 tourists in Turkey participated in the field research. Data analysis with partial least squares structural equation modeling showed that extraversion and agreeableness positively influenced customer–employee rapport and value co‐creation; agreeable and extroverted customers are more likely to positively interact with the service staff and engage in value co‐creation. Customer–employee rapport positively affects value co‐creation, customer satisfaction, and emotional well‐being. Value co‐creation has a significant positive impact on customer satisfaction and emotional well‐being. The results contribute to the literature by testing an original model illustrating customers' role in value co‐creation. Customer personalities shape value co‐creation in dyadic exchange relationships. Their personalities, behaviors, and interactions during the service process shape their satisfaction and emotional well‐being. This study contributes to the social exchange theory and service‐dominant logic perspectives by providing empirical evidence regarding the significant direct impact of value co‐creation on tourists' emotional well‐being.
Uslu et al. (Mon,) studied this question.