Anita Marien

University of Miskolc,

Miskolc, Hungary

E-mail: anita.marien@uni-miskolc.hu

ORCID 0009-0005-0504-2554

The role of value co-creation in the leisure services sector, with special reference to its impact on user satisfaction and loyalty – empirical research among young adults in Hungary

Bence Kovács

University of Miskolc,

Miskolc, Hungary

E-mail: bence.kovacs1@uni-miskolc.hu

ORCID 0000-0001-6664-0308

Adrienn Papp

University of Miskolc,

Miskolc, Hungary

E-mail: adrienn.papp1@uni-miskolc.hu

ORCID 0009-0004-0757-3909

Abstract. The study examines the role of value co-creation in the field of leisure services, with a particular focus on its impact on user satisfaction and loyalty. The research was based on an adaptation of Ranjan and Read's model and drew on data from an online survey of 970 respondents. According to the results of the PLS-SEM analysis, the dimensions of knowledge, interaction, experience, personalization, and relationship have a significant positive effect on value co-creation, while equity did not show a relevant influence. The model showed strong explanatory power (R²=0.816) and confirmed the hypotheses that value co-creation increases satisfaction experienced during co-creation (R²=0.707), which also has a positive effect on overall satisfaction and loyalty. The results contribute to the development of service-dominant logic on a theoretical level, pointing out that the main drivers of value co-creation are the experiential, interactive, and relational dimensions. On a practical level, the study emphasizes that the success of leisure services depends on creating emotionally engaging, personalized guest experiences that increase satisfaction and loyalty in the long term.

Received: February, 2025

1st Revision: February, 2026

Accepted: March, 2026

DOI: 10.14254/2071-789X.2026/19-1/14

JEL Classification: M30, M31, L83, C38

Keywords: value co-creation, co-production, value-in-use, satisfaction, Hungary