Mood regulation, customer participation, and customer value creation in hospitality services

Abstract

Purpose Customers play a key role in value creation. Not surprisingly, research has investigated customers' motivations to engage in the creation of value. However, the link between mood regulatory processes and customer participation in value creation has so far been neglected. Design/methodology/approach This study develops a model that relates mood regulatory processes to customer participation and customer value creation, and tests it with a sample of 419 hotel customers, using PLS. Findings We find that: mood clarity relates directly with customer relational value; mood monitoring relates directly with customer participation as well as directly and indirectly with customer economic and relational value; and mood repair relates directly with customer participation and customer economic value, as well as indirectly with customer economic and relational value. Research limitations/implications It is a cross-sectional study. It is limited only to hotels in Iran. This is the first study to evaluate the relationship between mood regulation with customer participation and value creation. Hospitality service organizations interested in promoting customer participation may consider mood as a segmentation criterion. Originality/value Value creation theory was applied to identify the relationship among customer mood regulation, participation, economic value and relational value, as it is first attempted in the hospitality studies.