This study investigated how servant leadership in the hotel in- dustry stimulates CVC through the key mediating roles of em- ployees' PPC and SOOCB by adopting HLMs. The results indicated that the PPC of individual employees mediates the servant leader- ship at the organizational level and the SOOCB of individual em- ployees, whereas the SOOCB of overall employees mediates the PPC of overall employees and the value co-creation of individual cus- tomers. The research contributions of this study are presented in detail in the following subsections.