The Mediating Effect of Customer Satisfaction and Subjective Well-Being towards Customer Value Co-Creation Behavior and Repurchase Intention in Hotel Business

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Chavana Angkanurakbun
Yodmanee Tepanon
Sawat Wanarat
Thongchai Srivardhana


        This study aimed to investigate a causal relationship between customer value co-creation behavior and customer satisfaction, well-being and customer repurchase intention. Questionnaires with open-ended questions were developed from reviewing existing literature and studies. 755 Thai and international tourists, who stayed in hotels in Thailand participated. Data were analyzed using a structural equation modeling (SEM) approach. The theoretical structural model of customer value co-creation behavior is satisfactory fit the empirical data. It has been found that customer value co-creation behavior, customer satisfaction and customer well-being could explain the change in customer repurchase intention. Path analysis revealed that customer value co-creation had no direct effect on customer repurchase intention. However, customer satisfaction and customer well-being had significantly mediated their relationship (p < .05). The results also pointed out that personal interaction was the main factor of customer value co-creation behavior. It increased customer satisfaction and well-being as well as repurchasing intention. The findings from this study could be used as guidelines for hotel business to strategic plan and effective operation in focus on value and customer experience. In addition to this, the measurements in this study may be used as a marketing tools for assessing customer behavior to enhance value between the customer and the hotel.


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Angkanurakbun ช., Tepanon ย., Wanarat ส., & Srivardhana ธ. (2020). The Mediating Effect of Customer Satisfaction and Subjective Well-Being towards Customer Value Co-Creation Behavior and Repurchase Intention in Hotel Business. Burapha Journal of Business Management Burapha University, 9(2), 86–104. Retrieved from
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