Does co-creation and co-production create value and customer satisfaction? analysis on the perception of financial institutions’ Clients
Study purpose: To analyze the effects of co-production and co-creation on value co-creation and on the satisfaction of financial services’ consumers. Methodology/Approach: We used structural equations modeling [SEM] for the empirical assessment of the theoretical model based on SDL: value stems from...
| Autores: | , , |
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| Tipo de recurso: | artículo |
| Estado: | Versión publicada |
| Fecha de publicación: | 2020 |
| País: | Brasil |
| Institución: | Universidade Nove de Julho (UNINOVE) |
| Repositorio: | REMark - Revista Brasileira de Marketing |
| Idioma: | portugués |
| OAI Identifier: | oai:ojs.periodicos.uninove.br:article/17141 |
| Acceso en línea: | https://periodicos.uninove.br/remark/article/view/17141 |
| Access Level: | acceso abierto |
| Palabra clave: | Co-creation and Co-production Value Co-creation Satisfaction Financial Services. Cocriação e Coprodução Cocriação de Valor Satisfação Serviços Financeiros |
| Sumario: | Study purpose: To analyze the effects of co-production and co-creation on value co-creation and on the satisfaction of financial services’ consumers. Methodology/Approach: We used structural equations modeling [SEM] for the empirical assessment of the theoretical model based on SDL: value stems from interaction in co-production or co-creation (Vargo & Lusch, 2004), and engagement in co-creation and co-production, which have positive effects on value creation (Prahalad & Ramaswamy, 2000, 2004; Vargo & Lusch, 2004), and satisfaction (Williams & Naumann, 2011).Main findings: The model showed statistical results close to acceptable values (Hair et al., 2009), but not sufficient to affirm that there is an effect of coproduction and cocreation on co-created value and on customer satisfaction. There is correlation between the variables of co-production and co-creation, but the low explanatory power requires adjustments to the model or a review of the constructs.Theoretical/methodological contributions: We highlight the relationship between co-production and co-creation, since the model extends knowledge about their constructs applied to the financial context, with categories and modeling proposition, by refining the ideas of co-production, co-creation, value co-creation, and perceived value.Relevance/originality: The study builds parameters for measuring co-created value in co-creation and co-production of services, and shows that customers of financial services co-produce or co-create as an extension of the supplier, not of the customer. |
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