Co-creation of value, perceived quality and perceived price by customers in the hospitality sector in Ho Chi Minh City

Abstract

This study uses the DART model theory to examine the role of value co-creation in the perceived quality and price of customers in the hospitality sector. Using qualitative and quantitative research methods, analytical data is collected from 350 customers using Ho Chi Minh City hotel services. The research hypotheses and linear structural models were tested using Smart-PLS software. The results indicate that access, risk, and transparency directly impact perceived quality and price. Unlike the three factors above, dialogue does not affect perceived quality and price. Finally, the results support the view that perceived quality positively affects perceived price. In addition, the study proposes managerial implications for hotel managers to enhance competitive strategy through co-values on perceived quality and perceived price of customers.