The Process of Contextual Value Creation for Customers Through Value Co-creation Marketing Approach: A Case Study of the Sekai Hotel

Zhang Shanhui

Given that inbound Chinese tourists are used to culture and history different from those in Japan, companies must respond quickly to customer expectations when engaging with tourism. There is a growing awareness that the approach of many marketing activities carried out by companies dealing with these tourists to date may not be adequate. By reconsidering the service industry from the perspective of value co-creation marketing, this study aims at examining a case study in value co-creation marketing approaches from the perspective of inbound Chinese tourists to conceptualize and refine the concept of context management. This case study clarifies the process behind generating contextual customer value using a 4C approach to conceptualize corporate context management. Many companies have attempted to enhance context through direct interaction with customers because of the “inverse asymmetry” of information. From the perspective of managing the context of value co-creation marketing, we proposed that companies must actively use external interactions when dealing with the tourism consumption process of customers.

OSAKA SANGYO UNIVERSITY JOURNAL OF BUSINESS ADMINISTRATION

ACADEMIC SOCIETY OF  OSAKA SANGYO UNIVERSITY

第 22巻

第1.2合併号

43

64