Role of social currency in customer experience and co-creation intention in online travel agencies: Moderation of attitude and subjective norms

Abstract

This study investigates the relationship between social currency and customer experience concerning online travel agencies. Riding on the theory of planned behavior (TPB), we explore the moderating effect of attitude and subjective norms on customer experience. First, a conceptual model is developed and tested using the data collected from 392 respondents from India. Then, after checking the instrument's psychometric properties, we used hierarchical regression to test hypotheses. The results indicate that (a) social currency, (b) attitude, and (c) subjective norms are positively associated with customer experience. Furthermore, the findings also support attitude and subjective norms moderating the relationship between social currency and customer experience. Finally, customer experience positively predicts co-creation intention by customers. The implications for theory and practice are discussed.