Contribution of value co-creation support elements to repurchase intention: A theoretical approach

• Main Author: Reche, Ricardo Antonio
• Publication Date: 2019
• Other Authors: Bertolini, Adriana Locatelli, Milan, Gabriel Sperandio
• Format: Article
• Language: eng; por
• Source: REMark - Revista Brasileira de Marketing
• Download full: https://periodicos.uninove.br/remark/article/view/13999
• topic: Service dominant logic; Value co-creation; Repurchase intention; Lógica dominante dos serviços; Cocriação de valor; Intenção de recompra

Objective: this work aims to stablish connections between value co-creation support elements and repurchase intention, by means of some antecedents as trust, commitment and satisfaction.Methodology/approach: by means of a theoretical reflection, the value co-creation management model proposed by Payne, Storbacka Frow (2008) and the DART model by Prahalad Ramaswamy (2004) are revisited, emphasizing the interaction points between suppliers and customers and value co-creation support elements.Relevance/originality: as no previous studies that have conceptually united these two subjects were identified, commonly treated separately, the present work clarifies how the typical interaction mechanisms of value co-creation processes could help explain repurchase intention by means of some of its antecedents.Main results: the connection between value co-creation support elements and repurchase intention antecedents is explicit in a conceptual framework, evidencing the relations among the subjects, effected by constructs like trust, commitment and strong relationships.Theoretical contributions: the positive participation of value co-creation support elements for the repurchase intention antecedents is evidenced by means of the DART model contribution to conjoint learning and personalized interactions.