A perceived-control based model to understanding the effects of co-production on satisfaction

• Main Author: Pacheco,Natália Araujo
• Publication Date: 2013
• Other Authors: Lunardo,Renaud, Santos,Cristiane Pizzutti dos
• Format: Article
• Language: eng
• Source: BAR - Brazilian Administration Review
• Download full: http://old.scielo.br/scielo.php?script=sci_arttext&pid=S1807-76922013000200007
• topic: co-production; perceived control; information; refund choice; satisfaction

This article represents an initial effort to analyze the complex linkages among co-production, perceived control and satisfaction. Co-production refers to the consumer participation in production activities and is here considered a proxy for behavioral control as it allows consumers to have some control over the process of the desired product or service. Considering the increase of co-production in consumption activities, understanding the linkage between the control from the co-production process and the satisfaction toward the related consumption may be quite useful to firms interested in adopting such a managerial tool. Two experimental studies - one in a service setting and the other in a product setting - show that co-production positively affects customer's satisfaction through the mediating effect of perceived control. Information gain and refund choice, representing cognitive and decisional controls respectively, also enhance customers' perceived control.