The Relationship Between the Co-creation Elements, Satisfaction and Trust in the Service Context

Detalhes bibliográficos
Autor(a) principal: Becker, Larissa Carine Braz
Data de Publicação: 2016
Outros Autores: Santos, Cristiane Pizzutti dos, Nagel, Mateus
Tipo de documento: Artigo
Idioma: por
Título da fonte: REMark - Revista Brasileira de Marketing
Texto Completo: https://periodicos.uninove.br/remark/article/view/12130
Resumo: New perspectives have emerged in marketing, based, for example, in the co-creation (Vargo Lusch, 2004). This article aims to analyze the relationship between the elements of co-creation - dialogue, access, risk assessment and transparency -, satisfaction and trust in services with credence qualities (medical services) versus services with experience qualities (hairdresser services). To this end, we conducted a survey (n = 230) and moderated mediation analyses to analysis to investigate satisfaction as a mediator of the relationship between the elements of co-creation and trust, and the moderating role of the type of service. The findings show that satisfaction mediates the relationship between dialogue, access and transparency with trust, and these relationships are stronger for the medical service (credential service) than hairdresser service (experimental service). Thus, this paper contributes to the marketing literature by proposing new antecedents of trust for services with credence qualities, and empirically tests the co-creation through its elements.
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spelling The Relationship Between the Co-creation Elements, Satisfaction and Trust in the Service ContextA Relação entre os Elementos da Cocriação, Satisfação e Confiança no Contexto de Serviçostrust, satisfaction, DART, co-creation, services.confiança, satisfação, DART, cocriação, serviços.New perspectives have emerged in marketing, based, for example, in the co-creation (Vargo Lusch, 2004). This article aims to analyze the relationship between the elements of co-creation - dialogue, access, risk assessment and transparency -, satisfaction and trust in services with credence qualities (medical services) versus services with experience qualities (hairdresser services). To this end, we conducted a survey (n = 230) and moderated mediation analyses to analysis to investigate satisfaction as a mediator of the relationship between the elements of co-creation and trust, and the moderating role of the type of service. The findings show that satisfaction mediates the relationship between dialogue, access and transparency with trust, and these relationships are stronger for the medical service (credential service) than hairdresser service (experimental service). Thus, this paper contributes to the marketing literature by proposing new antecedents of trust for services with credence qualities, and empirically tests the co-creation through its elements.Novas perspectivas tm surgido no marketing, baseadas, por exemplo, na cocriao (Vargo Lusch, 2004). Este artigo visa analisar a relao entre os elementos da cocriao dilogo, acesso, avaliao de risco e transparncia , a satisfao e a confiana, em servios com qualidades baseadas na crena (servios mdicos) versus servios com qualidades baseadas na experincia (cabeleireiro). Assim, realizou-se uma survey (n = 230 respondentes) e anlises de mediao moderada para investigar a relao de mediao da satisfao entre os elementos da cocriao e a confiana e o papel moderador do tipo de servio. Os resultados indicam que a satisfao media a relao do dilogo, do acesso e da transparncia com a confiana dos consumidores, e estas relaes so mais fortes para os servios mdicos (qualidade baseada na crena) do que para os servios de cabelereiro (qualidade baseada na experincia). Assim, este artigo contribui com a literatura em marketing ao propor novos antecedentes da confiana para servios com qualidades baseadas na crena, alm de testar empiricamente a cocriao por meio de seus elementos.Universidade Nove de Julho - Uninove2016-06-10info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionAvaliado por ParesPeer-reviewed Articleapplication/pdfhttps://periodicos.uninove.br/remark/article/view/1213010.5585/remark.v15i2.3063ReMark - Revista Brasileira de Marketing; v. 15, n. 2 (2016): Abril - Junho; 263-2802177-5184reponame:REMark - Revista Brasileira de Marketinginstname:Universidade Nove de Julho (UNINOVE)instacron:RBMporhttps://periodicos.uninove.br/remark/article/view/12130/5775Direitos autorais 2019 Revista Brasileira de Marketing – Remarkinfo:eu-repo/semantics/openAccessBecker, Larissa Carine BrazSantos, Cristiane Pizzutti dosNagel, Mateus2019-02-19T17:40:55Zoai:https://periodicos.uninove.br:article/12130Revistahttps://periodicos.uninove.br/remarkPRIhttps://periodicos.uninove.br/remark/oaiclaudiaraac@uol.com.br || admin@revistabrasileiramarketing.org || admin@revistabrasileiramarketing.org2177-51842177-5184opendoar:2019-02-19T17:40:55REMark - Revista Brasileira de Marketing - Universidade Nove de Julho (UNINOVE)false
dc.title.none.fl_str_mv The Relationship Between the Co-creation Elements, Satisfaction and Trust in the Service Context
A Relação entre os Elementos da Cocriação, Satisfação e Confiança no Contexto de Serviços
title The Relationship Between the Co-creation Elements, Satisfaction and Trust in the Service Context
spellingShingle The Relationship Between the Co-creation Elements, Satisfaction and Trust in the Service Context
Becker, Larissa Carine Braz
trust, satisfaction, DART, co-creation, services.
confiança, satisfação, DART, cocriação, serviços.
title_short The Relationship Between the Co-creation Elements, Satisfaction and Trust in the Service Context
title_full The Relationship Between the Co-creation Elements, Satisfaction and Trust in the Service Context
title_fullStr The Relationship Between the Co-creation Elements, Satisfaction and Trust in the Service Context
title_full_unstemmed The Relationship Between the Co-creation Elements, Satisfaction and Trust in the Service Context
title_sort The Relationship Between the Co-creation Elements, Satisfaction and Trust in the Service Context
author Becker, Larissa Carine Braz
author_facet Becker, Larissa Carine Braz
Santos, Cristiane Pizzutti dos
Nagel, Mateus
author_role author
author2 Santos, Cristiane Pizzutti dos
Nagel, Mateus
author2_role author
author
dc.contributor.author.fl_str_mv Becker, Larissa Carine Braz
Santos, Cristiane Pizzutti dos
Nagel, Mateus
dc.subject.por.fl_str_mv trust, satisfaction, DART, co-creation, services.
confiança, satisfação, DART, cocriação, serviços.
topic trust, satisfaction, DART, co-creation, services.
confiança, satisfação, DART, cocriação, serviços.
description New perspectives have emerged in marketing, based, for example, in the co-creation (Vargo Lusch, 2004). This article aims to analyze the relationship between the elements of co-creation - dialogue, access, risk assessment and transparency -, satisfaction and trust in services with credence qualities (medical services) versus services with experience qualities (hairdresser services). To this end, we conducted a survey (n = 230) and moderated mediation analyses to analysis to investigate satisfaction as a mediator of the relationship between the elements of co-creation and trust, and the moderating role of the type of service. The findings show that satisfaction mediates the relationship between dialogue, access and transparency with trust, and these relationships are stronger for the medical service (credential service) than hairdresser service (experimental service). Thus, this paper contributes to the marketing literature by proposing new antecedents of trust for services with credence qualities, and empirically tests the co-creation through its elements.
publishDate 2016
dc.date.none.fl_str_mv 2016-06-10
dc.type.driver.fl_str_mv info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
Avaliado por Pares
Peer-reviewed Article
format article
status_str publishedVersion
dc.identifier.uri.fl_str_mv https://periodicos.uninove.br/remark/article/view/12130
10.5585/remark.v15i2.3063
url https://periodicos.uninove.br/remark/article/view/12130
identifier_str_mv 10.5585/remark.v15i2.3063
dc.language.iso.fl_str_mv por
language por
dc.relation.none.fl_str_mv https://periodicos.uninove.br/remark/article/view/12130/5775
dc.rights.driver.fl_str_mv Direitos autorais 2019 Revista Brasileira de Marketing – Remark
info:eu-repo/semantics/openAccess
rights_invalid_str_mv Direitos autorais 2019 Revista Brasileira de Marketing – Remark
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
dc.publisher.none.fl_str_mv Universidade Nove de Julho - Uninove
publisher.none.fl_str_mv Universidade Nove de Julho - Uninove
dc.source.none.fl_str_mv ReMark - Revista Brasileira de Marketing; v. 15, n. 2 (2016): Abril - Junho; 263-280
2177-5184
reponame:REMark - Revista Brasileira de Marketing
instname:Universidade Nove de Julho (UNINOVE)
instacron:RBM
instname_str Universidade Nove de Julho (UNINOVE)
instacron_str RBM
institution RBM
reponame_str REMark - Revista Brasileira de Marketing
collection REMark - Revista Brasileira de Marketing
repository.name.fl_str_mv REMark - Revista Brasileira de Marketing - Universidade Nove de Julho (UNINOVE)
repository.mail.fl_str_mv claudiaraac@uol.com.br || admin@revistabrasileiramarketing.org || admin@revistabrasileiramarketing.org
_version_ 1799138642098126848

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