Active and reactive value dimensions: a dynamic-based perspective in the hotel sector

Despite the wide acknowledgement of consumer value as a dynamic concept in marketing and tourism literature, few studies have addressed its dynamicity. This article provides an approach to the dynamic nature of value in a hotel experience by proposing a conceptual framework that seeks to explain the influence of value types on customer satisfaction and loyalty as being concatenated rather than simultaneous effects, as more usually described. The concatenation of effects is based on the distinction between active vs. reactive values and is tested in a structural model consisting of eight types of value (Efficiency, Service Quality, Status, Esteem, Entertainment, Aesthetics, Ethics and Escapism). The experiences of 585 hotel guests were analysed with SEM-PLS. Although a direct effect persists between Service Quality and Satisfaction, and Efficiency does not directly affect Loyalty, the chain of Reactive Values-Active Values-Satisfaction-Loyalty is empirically validated shedding light on research in value co-creation processes.