Value co-creation behaviours from customer-to-customer interactions (CCIs) in recreational social tango experiences

ABSTRACT

Drawing on customer-dominant (C-D) logic, the main objective of this study is to examine value co-creation behaviours that emerge from customer-to-customer interactions (CCIs) in recreational dance experiences. In-depth interviews were held with 15 dance participants located in Chile, who take social tango classes. The findings identify seven CCI value co-creation behaviours, such as seeking and sharing information about the service with other participants, complying with service requirements and behaving responsibly towards other participants, developing personal interactions with other participants, helping and providing feedback to other participants, and finally being tolerant of and courteous to other participants. The findings of this study advances knowledge on value co-creation and can assist recreational services and dance school managers to develop more effective service strategies for improved customer experiences.

KEYWORDS:

• Customer-to-customer interactions (CCIs)
• value co-creation
• recreational services
• social dancing
• tango

Disclosure statement

No potential conflict of interest was reported by the author.

Additional information

Notes on contributors

Constanza Bianchi

Constanza Bianchi holds a PhD and MSc. in Marketing from Queen’s University, Canada. Constanza is currently Professor of Marketing at Universidad Adolfo Ibañez, Chile and Adjunct Professor at Queensland University of Technology, Australia. Her research interests focus on international marketing, international services, tourism and leisure. Her research has appeared in a range of journals including Tourism Management, International Journal of Hospitality Management, Journal of Travel & Tourism Marketing, Journal of Hospitality & Tourism Research, Journal of Business Research, International Marketing Review, and the Journal of Services Marketing, among others.