Assessing the Influence of Co-creation on the Customer Behavior of Five-star Hotels in Cairo

The study aims to identify Assessing the influence of co-creation on the customer behavior of a five-star hotel in Cairo. To achieve the research objective, a questionnaire was designed, which included two main axes: (co-creation) as the independent variable and the customer behavior axis represented by (customer satisfaction, customer trust, customer loyalty and perceived value). The questionnaire was distributed to a random sample of five-star hotel customers in Cairo, covering 21 hotels with a total of 420 forms. A total of 390 forms were retrieved, accounting for 92.8%, of which 380 forms were valid for statistical analysis, representing 90% of the total forms. The analysis of the questionnaire relied on the SPSS.v26 program, and the study found a statistically significant correlation between the independent variable (co-creation) and the dependent variable customer behavior (customer satisfaction, customer trust, customer loyalty, and perceived value). The study recommends working on expanding and developing applications of co-creation in Egyptian hotels.