Impact of firm/customer innovativeness and identification on customer value co-creation, happiness and satisfaction

Although, the growing insights of innovativeness, customer-brand-identification (CBI), or value co-creation (VCC) in destination/tourism and health service-contexts, limited remains recognized regarding the interface of these and related factors in luxury hotel-brand-contexts. Drawing on service-dominant-logic and socialidentity-theory informed perspectives; we suggest and test a model that investigates the interface between firm-innovativeness (FIN), customer-innovativeness (CIN), CBI, VCC, customer-satisfaction and happiness with luxury-hotel-brands. A sample of 326 hotel-customers was analyzed by deploying PSL-SEM-based transmittalmediation-analysis. Findings first exposed that FIN have a significant/positive effect on VCC and CBI. Second, our results corroborated CBI's positive impact on VCC. Third, results uncovered CIN's significant influence on VCC and CBI. Fourth, findings discovered VCC's positive influence on satisfaction and happiness. Finally, findings showed FIN's, CBI's, and CIN's indirect effect on satisfaction and happiness mediated through VCC. The study contributes existing-knowledge and facilitates hotel-marketers to best stimulate firm/customer innovativenessbased VCC, satisfaction and happiness, thus offers important implications.