How B&B experience affects customer value cocreation under the social servicescape: an emotional psychological perspective

Purpose This study aims to analyze how bed and breakfast (B&B) experience influences customer value cocreation (CVCC) through emotional psychological factors under the social servicescape (SSC). Design/methodology/approach A moderated chain mediation model was constructed based on the SSC framework. This study collected 722 valid questionnaires through convenience sampling in Xiamen, China, and tourists with B&B experiences were taken as samples. A structural equation model analysis was used to test relevant hypotheses. Findings Results reveal that B&B experience is the core factor to stimulate CVCC. In this process, the individual emotional psychological factors [pleasant arousal (PAL) and place attachment (PAT)] play the critical chain mediating role. In addition, localness positively moderates the reinforcing effect of B&B experience on PAL and strengthens the positive effect of PAL on PAT. Practical implications The findings can provide useful CVCC strategies for B&B operators. They can achieve CVCC by enhancing customer experiences, strengthening emotional interactions and building local culture, thereby improving the competitiveness of B&Bs. Originality/value Current research lacks an in-depth analysis on the internal relationship and logic between B&B experience and CVCC, especially from emotional psychological perspectives. To the best of the authors’ knowledge, this study is one of the first studies to reveal the mechanism of the CVCC process of B&Bs under the SSC from an emotional psychological perspective. It provides a new theoretical model for research on the CVCC of experience-dominant logic.