The ways customers communicate with firms and with each
other have changed dramatically over the last decade (HennigThurau
et al., 2010). The proliferation of social media platforms
tilting the balance of power from firms to customers (Deighton
and Kornfeld, 2009). In a customer-centric business environment,
hospitality businesses have recognized consumer power and are
steadily shifting from doing business to customers to doing business
with customers (Verhoef et al., 2010). As service organizations
are encouraged to create engaged customers as cocreators of their
goods and services and further enhance customers’ service experience
(Ostrom et al., 2010), hospitality firms need to pursue
strategies steering customer behaviors beyond transactions to sustain
and nurture the customer base.