Economics and Sociology | 2026
Authors: Marien A.; Kovács B.; Papp A.
DOI: 10.14254/2071-789X.2026/19-1/14
Journal: Economics and Sociology
Year: 2026
Publisher: Centre of Sociological Research
Document Type: Article
Open Access: All Open Access; Gold Open Access
Cited by: 0
The study examines the role of value co-creation in the field of leisure services, with a particular focus on its impact on user satisfaction and loyalty. The research was based on an adaptation of Ranjan and Read's model and drew on data from an online survey of 970 respondents. According to the results of the PLS-SEM analysis, the dimensions of knowledge, interaction, experience, personalization, and relationship have a significant positive effect on value co-creation, while equity did not show a relevant influence. The model showed strong explanatory power (R²=0.816) and confirmed the hypotheses that value co-creation increases satisfaction experienced during co-creation (R²=0.707), which also has a positive effect on overall satisfaction and loyalty. The results contribute to the development of service-dominant logic on a theoretical level, pointing out that the main drivers of value co-creation are the experiential, interactive, and relational dimensions. On a practical level, the study emphasizes that the success of leisure services depends on creating emotionally engaging, personalized guest experiences that increase satisfaction and loyalty in the long term. © 2026, Centre of Sociological Research. All rights reserved.
co-production; Hungary; satisfaction; value co-creation; value-in-use