1Manicaland Provincial Headquarters Phone +263 712 324 603/ +263 772 497 522
2Mutare Polytechnic, Zimbabwe, Phone: +263 772 699 382/ +263 712 553 371
Online published on 25 August, 2021.
The Research investigates Co-creation of products and services as a new way to create value, both for customers and for businesses. Data collected was presented qualitatively and quantitatively using tables, and graphs and also descriptive presentations. The sample comprised 15 respondents out of the total population of 33. Participating customers were chosen based on judgmental non-probability sampling method because it was necessary to judge on the type of customers who could provide more sufficient and reliable information. The questionnaire as a research instrument was used in collecting data, this is a sheet of paper consisting of a series questions in a format which the respondents answers, and it was used for gathering information. The questionnaire was composed of both structured questions which were simple and relatively easy to administer and unstructured questions, which assessed the views of the respondents without guiding them. The findings revealed that changing customer needs; customers’ willingness to co-create; reducing product failure; and increasing customer loyalty are the major factors driving co-creation of tourism and hospitality offerings at Zimbabwe`s prime tourist destination. These factors can therefore be concluded to be the general rationale behind co-creation. It is recommended that organisations should not concentrate on employee empowerment and creating a customer responsive culture but rather should move towards the virgin lands of co-creation.
