Enhancing Value Co-creation Behaviors Through Customer Engagement In The Moroccan Hotel Context: How Does It Influence Customer Satisfaction And Brand Image?

This paper attempts to analyze the effects of customer-employee interaction and digital attributes of engagement on customer value co-creation behaviors (CVCB), which in turn affect their satisfaction and the brand image of luxury hotels in Morocco. The research data was received through an online questionnaire from 583 tourists and analyzed by IBM SPSS Statistics 23.0 and Smart PLS 3.3. The findings strongly support that customer-employee interaction and digital attributes of engagement are positively and significantly related to CVCB, which consequently determine their satisfaction and thus reflect a positive hotel image. Furthermore, the bootstrapping procedure shows that CVCB significantly mediate the relationship between engagement platforms and brand image, and customer satisfaction. This research adds to the current literature on cocreation and tourism marketing and provides managers who design service encounters with insights to properly manage cocreation activities and improve customer perceived use-value.