The mediating effect of value co-creation between interaction and perceived value: A consumer perspective in restaurant
DOI:
https://doi.org/10.5020/2318-0722.2025.31.e16619Keywords:
value co-creation, personal interaction, perceived value, restaurantAbstract
This study aimed to analyze the mediating role of value co-creation in the relationship between personal interaction and perceived value among restaurant consumers. Perceived value was assessed across three dimensions—economic, individual, and relational—and value co-creation was treated as a second-order construct. The study adopted a quantitative approach, using a structured questionnaire administered to 107 restaurant consumers. Data analysis was conducted using IBM SPSS Statistics software and the PROCESS macro (Hayes, 2018). The results indicated that personal interaction exerts a direct and significant influence on value co-creation but does not have a direct effect on the dimensions of perceived value. In the mediation test, the indirect effects of personal interaction on perceived value, mediated by value co-creation, were statistically significant, while the direct effects remained non-significant. These findings reinforce the service-dominant logic perspective, according to which value is co-created through interactions between consumers and organizations, offering relevant theoretical and practical implications for service management in restaurants.
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This article is a translation in English of the article:
O efeito mediador da cocriação de valor entre a interação e o valor percebido: Uma perspectiva do consumidor em restaurantes
References
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Bettencourt, L. A., Ostrom, A. L., Brown, S. W., & Roundtree, R. I. (2002). Client co-production in knowledge-intensive business services. California Management Review, 44(4), 100–128. https://doi.org/10.2307/41166145
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Busser, J. A., & Shulga, L. V. (2018). Co-created value: Multidimensional scale and nomological network. Tourism Management, 65, 69–86. https://doi.org/10.1016/j.tourman.2017.09.014
Camilleri, J., & Neuhofer, B. (2017). Value co-creation and co-destruction in the Airbnb sharing economy. International Journal of Contemporary Hospitality Management, 29(9), 2322–2340. https://doi.org/10.1108/IJCHM-09-2016-0492
Carù, A., & Cova, B. (2003). Revisiting consumption experience: A more humble but complete view of the concept. Marketing Theory, 3(2), 267–286. https://doi.org/10.1177/14705931030032004
Chan, K. W., Yim, C. K., & Lam, S. S. K. (2010). Is customer participation in value creation a double-edged sword? Evidence from professional financial services across cultures. Journal of Marketing, 74(3), 48–64. https://doi.org/10.1509/jmkg.74.3.048
Chen, S. C., & Raab, C. (2017). Construction and validation of the customer participation scale. Journal of Hospitality and Tourism Research, 41(2), 131–153. https://doi.org/10.1177/1096348014525631
Cronin, J. J., Jr., Brady, M. K., & Hult, G. T. M. (2000). Assessing the effects of quality, value, and customer satisfaction on consumer behavioral intentions in service environments. Journal of Retailing, 76(2), 193–218. https://doi.org/10.1016/S0022-4359(00)00028-2
Deng, W., Lu, C., Lin, Y., & Chen, W. (2021). A study on the effect of tourists’ value co-creation on the perceived value of souvenirs: Mediating role of psychological ownership and authenticity. Asia Pacific Journal of Tourism Research, 26(2), 200–214. https://doi.org/10.1080/10941665.2020.1763411
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Grönroos, C. (2008). Service logic revisited: Who creates value? And who co‐creates? European Business Review, 20(4), 298–314. https://doi.org/10.1108/09555340810886585
Groth, M. (2005). Customers as good soldiers: Examining citizenship behaviors in internet service deliveries. Journal of Management, 31(1), 7–27. https://doi.org/10.1177/0149206304271375?urlappend=%3Futm_source%3Dresearchgate.net%26utm_medium%3Darticle
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Hayes, A. F. (2018). Introduction to mediation, moderation, and conditional process analysis: A regression-based approach (2nd ed.). Guilford Press.
Huang, Y.-C., & Liu, C.-H. (2025). Exploring the value co-creation process from systematic and integrated analysis. Current Psychology, 44, 7376–7392. https://doi.org/10.1007/s12144-025-07718-x
Huber, F., Herrmann, A., & Morgan, R. E. (2001). Gaining competitive advantage through customer value-oriented management. Journal of Consumer Marketing, 18(1), 41–53. https://doi.org/10.1108/07363760110365796
Hussain, K., Jing, F., Junaid, M., Zaman, Q. U., & Shi, H. (2021). The role of co-creation experience in engaging cust
omers with service brands. Journal of Product & Brand Management, 30(1), 12–27. https://doi.org/10.1108/JPBM-08-2019-2537
Im, J., & Qu, H. (2017). Drivers and resources of customer co-creation: A scenario-based case in the restaurant industry. International Journal of Hospitality Management, 64, 31–40. https://doi.org/10.1016/j.ijhm.2017.03.007
Ind, N. (2013). Living the brand: How to transform every member of your organization into a brand champion. Kogan Page.
Junaid, M., & Hussain, K. (2016). Impact of brand personality, perceived quality and perceived value on brand love: Moderating role of emotional stability. Middle East Journal of Management, 3(4), 278–295. https://doi.org/10.1504/MEJM.2016.081082
Kim, E., Tang, L., & Bosselman, R. (2019). An accelerator for value co-creation at restaurants: The role of customers’ perceptions of innovativeness. Journal of Hospitality and Tourism Research, 44(7), 1042–1061.
Kim, E., & Tang, L. (2020). The role of customer behavior in forming perceived value at restaurants: A multidimensional approach. International Journal of Hospitality Management, 87, 1-11. https://doi.org/10.1016/j.ijhm.2020.102511
Lin, Z., & Wong, I. A. (2020). Co-creation of the hospitality brand experience: A triadic interaction model. Journal of Vacation Marketing, 26(4), 412–426. https://doi.org/10.1177/1356766720932361
Liu, Y., Tao, L., Li, Y., & El-Ansary, A. I. (2007). The impact of a distributor’s trust in a supplier and use of control mechanisms on relational value creation in marketing channels. Journal of Business & Industrial Marketing, 23(1), 12–22. https://doi.org/10.1108/08858620810841452
Lusch, R. F., Vargo, S. L., & O’Brien, M. (2007). Competing through service: Insights from service-dominant logic. Journal of Retailing, 83(1), 5–18. https://doi.org/10.1016/j.jretai.2006.10.002
Malhotra, N. K. (2008). Pesquisa de marketing: Uma orientação aplicada (5a ed.). Bookman.
Meuter, M. L., Bitner, M. J., Ostrom, A. L., & Brown, S. W. (2005). Choosing among alternative service delivery modes: An investigation of customer trial of self-service technologies. Journal of Marketing, 69(2), 61–83. https://doi.org/10.1509/jmkg.69.2.61.60759
Navarro, S., Llinares, C., & Garzón, D. (2016). Exploring the relationship between co-creation and satisfaction using QCA. Journal of Business Research, 69(4), 1336–1339. https://doi.org/10.1016/j.jbusres.2015.10.103
Patrício, L., Fisk, R. P., Cunha, J. F., & Constantine, L. (2011). Multilevel service design: From customer value constellation to service experience blueprinting. Journal of Service Research, 14(2), 180–200. https://doi.org/10.1177/1094670511401901
Phi, G., & Dredge, D. (2019). Critical issues in tourism co-creation. Tourism Recreation Research, 44(3), 281–283. https://doi.org/10.1080/02508281.2019.1640492
Prahalad, C. K., & Ramaswamy, V. (2004). Co-creation experiences: The next practice in value creation. Journal of Interactive Marketing, 18(3), 5–14. https://doi.org/10.1002/dir.20015
Prebensen, N. K., & Xie, J. (2017). Efficacy of co-creation and mastering on perceived value and satisfaction in tourists’ consumption. Tourism Management, 60, 166–176. https://doi.org/10.1016/j.tourman.2016.12.001
Ribeiro, T. L. S., Costa, B. K., & Freire, O. B. L. (2021). Cocriação de valor no turismo: Validação e replicação de escala em relação à intenção de recomendação boca a boca. Revista Brasileira de Pesquisa em Turismo, 15(2), 1-17. https://doi.org/10.7784/rbtur.v15i2.1924
Ribeiro, T. L. S., Costa, B. K., Ferreira, M. P., & Freire, O. B. L. (2023). Value co-creation in tourism and hospitality: A systematic literature review. European Management Journal, 41(4), 507–523. https://doi.org/10.1016/j.emj.2022.12.001
Rodie, A. R., & Kleine, S. S. (2000). Customer participation in service production and delivery. In T. A. Swartz, & D. Iacobucci (Eds.), Handbook of services marketing and management (pp. 111–125). Sage.
Roggeveen, A. L., Tsiros, M., & Grewal, D. (2012). Understanding the co-creation effect: When does collaborating with customers provide a lift to service recovery? Journal of the Academy of Marketing Science, 40(6), 771–790.
Ros, M., Schwartz, S. H., & Surkiss, S. (1999). Basic individual values, work values, and the meaning of work. Applied Psychology, 48(1), 49–71. https://doi.org/10.1111/j.1464-0597.1999.tb00048.x
Shulga, L. V., Busser, J. A., & Bai, B. (2018). Factors affecting willingness to participate in consumer-generated advertisement. International Journal of Hospitality Management, 74, 214–223. https://doi.org/10.1016/j.ijhm.2018.05.004
Silpakit, P., & Fisk, R. P. (1985). Participatizing the service encounter: A theoretical framework. In T. M. Bloch, G. D. Upah, & V. A. Zeithaml (Eds.), Services marketing in a changing environment (pp. 117–121). American Marketing Association.
So, K. K. F., Li, X. R., & Kim, H. (2020). A decade of customer engagement research in hospitality and tourism: A systematic review and research agenda. Journal of Hospitality and Tourism Research, 44(2), 178–200. https://doi.org/10.1177/1096348019895562
Torres, E. N., Lugosi, P., Orlowski, M., & Ronzoni, G. (2018). Consumer-led experience customization: A socio-spatial approach. Journal of Service Management, 29(2), 206–229. https://doi.org/10.1108/JOSM-06-2017-0135
United Nations World Tourism Organization. (2021). Tourism and gastronomy: Drivers of sustainable development.
Vargo, S. L., & Lusch, R. F. (2004). Evolving to a new dominant logic for marketing. Journal of Marketing, 68(1), 1–17. https://doi.org/10.1509/jmkg.68.1.1.24036
Xie, L., Li, D., & Keh, H. T. (2020). Customer participation and well-being: The roles of service experience, customer empowerment, and social support. Journal of Service Theory and Practice, 30(6), 557–584. https://doi.org/10.1108/JSTP-11-2019-0228
Yi, Y., & Gong, T. (2013). Customer value co-creation behavior: Scale development and validation. Journal of Business Research, 66(9), 1279–1284. https://doi.org/10.1016/j.jbusres.2012.02.026
Yuliawati, A. A. (2024). The implementation of value co-creation in the food industry. International Research Journal of Business Studies, 16(3), 299–314. https://doi.org/10.21632/irjbs.16.3.299-314
Zeithaml, V. A. (1988). Consumer perceptions of price, quality, and value: A means-end model and synthesis of evidence. Journal of Marketing, 52(3), 2–22. https://doi.org/10.2307/1251446
Zhao, X., Lynch, J. G., Jr., & Chen, Q. (2010). Reconsidering Baron and Kenny: Myths and truths about mediation analysis. Journal of Consumer Research, 37(2), 197–206. https://doi.org/10.1086/651257
Anderson, J. C., & Narus, J. A. (1998). Business marketing: Understand what customers value. Harvard Business Review, 76(6), 53–67. https://hbr.org/1998/11/business-marketing-understand-what-customers-value
Arica, R., & Çorbacı, A. (2020). The mediating role of the tourists’ citizenship behavior between the value co-creation and satisfaction. Advances in Hospitality and Tourism Research, 8(1), 1–26. https://doi.org/10.30519/ahtr.649639
Bettencourt, L. A., Ostrom, A. L., Brown, S. W., & Roundtree, R. I. (2002). Client co-production in knowledge-intensive business services. California Management Review, 44(4), 100–128. https://doi.org/10.2307/41166145
Buonincontri, P., Morvillo, A., Okumus, F., & Van Niekerk, M. (2017). Managing the experience co-creation process in tourism destinations: Empirical findings from Naples. Tourism Management, 62, 264–277. https://doi.org/10.1016/j.tourman.2017.04.014
Busser, J. A., & Shulga, L. V. (2018). Co-created value: Multidimensional scale and nomological network. Tourism Management, 65, 69–86. https://doi.org/10.1016/j.tourman.2017.09.014
Camilleri, J., & Neuhofer, B. (2017). Value co-creation and co-destruction in the Airbnb sharing economy. International Journal of Contemporary Hospitality Management, 29(9), 2322–2340. https://doi.org/10.1108/IJCHM-09-2016-0492
Carù, A., & Cova, B. (2003). Revisiting consumption experience: A more humble but complete view of the concept. Marketing Theory, 3(2), 267–286. https://doi.org/10.1177/14705931030032004
Chan, K. W., Yim, C. K., & Lam, S. S. K. (2010). Is customer participation in value creation a double-edged sword? Evidence from professional financial services across cultures. Journal of Marketing, 74(3), 48–64. https://doi.org/10.1509/jmkg.74.3.048
Chen, S. C., & Raab, C. (2017). Construction and validation of the customer participation scale. Journal of Hospitality and Tourism Research, 41(2), 131–153. https://doi.org/10.1177/1096348014525631
Cronin, J. J., Jr., Brady, M. K., & Hult, G. T. M. (2000). Assessing the effects of quality, value, and customer satisfaction on consumer behavioral intentions in service environments. Journal of Retailing, 76(2), 193–218. https://doi.org/10.1016/S0022-4359(00)00028-2
Deng, W., Lu, C., Lin, Y., & Chen, W. (2021). A study on the effect of tourists’ value co-creation on the perceived value of souvenirs: Mediating role of psychological ownership and authenticity. Asia Pacific Journal of Tourism Research, 26(2), 200–214. https://doi.org/10.1080/10941665.2020.1763411
Euromonitor International. (2022). Consumer foodservice global industry overview. https://www.euromonitor.com/article/consumer-foodservice-industry-overview
Flores, J., & Vasquez-Parraga, A. Z. (2015). The impact of choice on co-produced customer value creation and satisfaction. Journal of Consumer Marketing, 32(1), 15–25. https://doi.org/10.1108/JCM-04-2014-0931
Grönroos, C. (2008). Service logic revisited: Who creates value? And who co‐creates? European Business Review, 20(4), 298–314. https://doi.org/10.1108/09555340810886585
Groth, M. (2005). Customers as good soldiers: Examining citizenship behaviors in internet service deliveries. Journal of Management, 31(1), 7–27. https://doi.org/10.1177/0149206304271375?urlappend=%3Futm_source%3Dresearchgate.net%26utm_medium%3Darticle
Hair, J. F., Jr. Hult, G. T. M., Ringle, C., & Sarstedt, M. (2022). A primer on partial least squares structural equation modeling (PLS-SEM) (3rd ed.). Sage.
Hayes, A. F. (2012). PROCESS: A versatile computational tool for observed variable mediation, moderation, and conditional process modeling. Guilford Press.
Hayes, A. F. (2018). Introduction to mediation, moderation, and conditional process analysis: A regression-based approach (2nd ed.). Guilford Press.
Huang, Y.-C., & Liu, C.-H. (2025). Exploring the value co-creation process from systematic and integrated analysis. Current Psychology, 44, 7376–7392. https://doi.org/10.1007/s12144-025-07718-x
Huber, F., Herrmann, A., & Morgan, R. E. (2001). Gaining competitive advantage through customer value-oriented management. Journal of Consumer Marketing, 18(1), 41–53. https://doi.org/10.1108/07363760110365796
Hussain, K., Jing, F., Junaid, M., Zaman, Q. U., & Shi, H. (2021). The role of co-creation experience in engaging cust
omers with service brands. Journal of Product & Brand Management, 30(1), 12–27. https://doi.org/10.1108/JPBM-08-2019-2537
Im, J., & Qu, H. (2017). Drivers and resources of customer co-creation: A scenario-based case in the restaurant industry. International Journal of Hospitality Management, 64, 31–40. https://doi.org/10.1016/j.ijhm.2017.03.007
Ind, N. (2013). Living the brand: How to transform every member of your organization into a brand champion. Kogan Page.
Junaid, M., & Hussain, K. (2016). Impact of brand personality, perceived quality and perceived value on brand love: Moderating role of emotional stability. Middle East Journal of Management, 3(4), 278–295. https://doi.org/10.1504/MEJM.2016.081082
Kim, E., Tang, L., & Bosselman, R. (2019). An accelerator for value co-creation at restaurants: The role of customers’ perceptions of innovativeness. Journal of Hospitality and Tourism Research, 44(7), 1042–1061.
Kim, E., & Tang, L. (2020). The role of customer behavior in forming perceived value at restaurants: A multidimensional approach. International Journal of Hospitality Management, 87, 1-11. https://doi.org/10.1016/j.ijhm.2020.102511
Lin, Z., & Wong, I. A. (2020). Co-creation of the hospitality brand experience: A triadic interaction model. Journal of Vacation Marketing, 26(4), 412–426. https://doi.org/10.1177/1356766720932361
Liu, Y., Tao, L., Li, Y., & El-Ansary, A. I. (2007). The impact of a distributor’s trust in a supplier and use of control mechanisms on relational value creation in marketing channels. Journal of Business & Industrial Marketing, 23(1), 12–22. https://doi.org/10.1108/08858620810841452
Lusch, R. F., Vargo, S. L., & O’Brien, M. (2007). Competing through service: Insights from service-dominant logic. Journal of Retailing, 83(1), 5–18. https://doi.org/10.1016/j.jretai.2006.10.002
Malhotra, N. K. (2008). Pesquisa de marketing: Uma orientação aplicada (5a ed.). Bookman.
Meuter, M. L., Bitner, M. J., Ostrom, A. L., & Brown, S. W. (2005). Choosing among alternative service delivery modes: An investigation of customer trial of self-service technologies. Journal of Marketing, 69(2), 61–83. https://doi.org/10.1509/jmkg.69.2.61.60759
Navarro, S., Llinares, C., & Garzón, D. (2016). Exploring the relationship between co-creation and satisfaction using QCA. Journal of Business Research, 69(4), 1336–1339. https://doi.org/10.1016/j.jbusres.2015.10.103
Patrício, L., Fisk, R. P., Cunha, J. F., & Constantine, L. (2011). Multilevel service design: From customer value constellation to service experience blueprinting. Journal of Service Research, 14(2), 180–200. https://doi.org/10.1177/1094670511401901
Phi, G., & Dredge, D. (2019). Critical issues in tourism co-creation. Tourism Recreation Research, 44(3), 281–283. https://doi.org/10.1080/02508281.2019.1640492
Prahalad, C. K., & Ramaswamy, V. (2004). Co-creation experiences: The next practice in value creation. Journal of Interactive Marketing, 18(3), 5–14. https://doi.org/10.1002/dir.20015
Prebensen, N. K., & Xie, J. (2017). Efficacy of co-creation and mastering on perceived value and satisfaction in tourists’ consumption. Tourism Management, 60, 166–176. https://doi.org/10.1016/j.tourman.2016.12.001
Ribeiro, T. L. S., Costa, B. K., & Freire, O. B. L. (2021). Cocriação de valor no turismo: Validação e replicação de escala em relação à intenção de recomendação boca a boca. Revista Brasileira de Pesquisa em Turismo, 15(2), 1-17. https://doi.org/10.7784/rbtur.v15i2.1924
Ribeiro, T. L. S., Costa, B. K., Ferreira, M. P., & Freire, O. B. L. (2023). Value co-creation in tourism and hospitality: A systematic literature review. European Management Journal, 41(4), 507–523. https://doi.org/10.1016/j.emj.2022.12.001
Rodie, A. R., & Kleine, S. S. (2000). Customer participation in service production and delivery. In T. A. Swartz, & D. Iacobucci (Eds.), Handbook of services marketing and management (pp. 111–125). Sage.
Roggeveen, A. L., Tsiros, M., & Grewal, D. (2012). Understanding the co-creation effect: When does collaborating with customers provide a lift to service recovery? Journal of the Academy of Marketing Science, 40(6), 771–790.
Ros, M., Schwartz, S. H., & Surkiss, S. (1999). Basic individual values, work values, and the meaning of work. Applied Psychology, 48(1), 49–71. https://doi.org/10.1111/j.1464-0597.1999.tb00048.x
Shulga, L. V., Busser, J. A., & Bai, B. (2018). Factors affecting willingness to participate in consumer-generated advertisement. International Journal of Hospitality Management, 74, 214–223. https://doi.org/10.1016/j.ijhm.2018.05.004
Silpakit, P., & Fisk, R. P. (1985). Participatizing the service encounter: A theoretical framework. In T. M. Bloch, G. D. Upah, & V. A. Zeithaml (Eds.), Services marketing in a changing environment (pp. 117–121). American Marketing Association.
So, K. K. F., Li, X. R., & Kim, H. (2020). A decade of customer engagement research in hospitality and tourism: A systematic review and research agenda. Journal of Hospitality and Tourism Research, 44(2), 178–200. https://doi.org/10.1177/1096348019895562
Torres, E. N., Lugosi, P., Orlowski, M., & Ronzoni, G. (2018). Consumer-led experience customization: A socio-spatial approach. Journal of Service Management, 29(2), 206–229. https://doi.org/10.1108/JOSM-06-2017-0135
United Nations World Tourism Organization. (2021). Tourism and gastronomy: Drivers of sustainable development.
Vargo, S. L., & Lusch, R. F. (2004). Evolving to a new dominant logic for marketing. Journal of Marketing, 68(1), 1–17. https://doi.org/10.1509/jmkg.68.1.1.24036
Xie, L., Li, D., & Keh, H. T. (2020). Customer participation and well-being: The roles of service experience, customer empowerment, and social support. Journal of Service Theory and Practice, 30(6), 557–584. https://doi.org/10.1108/JSTP-11-2019-0228
Yi, Y., & Gong, T. (2013). Customer value co-creation behavior: Scale development and validation. Journal of Business Research, 66(9), 1279–1284. https://doi.org/10.1016/j.jbusres.2012.02.026
Yuliawati, A. A. (2024). The implementation of value co-creation in the food industry. International Research Journal of Business Studies, 16(3), 299–314. https://doi.org/10.21632/irjbs.16.3.299-314
Zeithaml, V. A. (1988). Consumer perceptions of price, quality, and value: A means-end model and synthesis of evidence. Journal of Marketing, 52(3), 2–22. https://doi.org/10.2307/1251446
Zhao, X., Lynch, J. G., Jr., & Chen, Q. (2010). Reconsidering Baron and Kenny: Myths and truths about mediation analysis. Journal of Consumer Research, 37(2), 197–206. https://doi.org/10.1086/651257
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2025-11-30
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ALMEIDA, Gabrielly Ribeiro; VIANA, Lílian Carolina; RIBEIRO, Thiago de Luca Santana; MESQUITA, Eduardo. The mediating effect of value co-creation between interaction and perceived value: A consumer perspective in restaurant. Journal of Administrative Sciences, [S. l.], v. 31, p. 1–16, 2025. DOI: 10.5020/2318-0722.2025.31.e16619. Disponível em: https://ojs.unifor.br/rca/article/view/16619. Acesso em: 30 apr. 2026.
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