Employee and guest interactions in the hospitality industry: exploring practices that enhance value co-creation at the micro level

Purpose The hospitality sector is increasingly acknowledging value co-creation (VCC) as a key method for improving guest satisfaction and loyalty. This study investigated the detailed interactions between hotel staff and guests that enhance VCC within this industry. Design/methodology/approach A qualitative, phenomenological methodology was employed, with in-depth interviews, focus groups, and observations conducted in hotels across Ghana to gain an understanding of experiences from both perspectives. Findings Results indicate that employee-guest interactions throughout various stages – pre-arrival, check-in, the duration of stay, check-out, and post-stay – significantly affect VCC dynamics. Successful non-verbal communication and teamwork are vital for establishing trust and mutual benefit, essential for nurturing enduring relationships. Research limitations/implications limitations such as a narrow focus on particular hospitality environments and sample uniformity may limit the generalizability of findings. Originality/value The study uniquely integrates Social Exchange Theory and S-D Logic to explain micro-level value co-creation, while translating these insights into managerial strategies for personalized service, stronger guest relationships, satisfaction, and loyalty.