The Relationship Between the Co-creation Elements, Satisfaction and Trust in the Service Context
Autor(a) principal: | |
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Data de Publicação: | 2016 |
Outros Autores: | , |
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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REMark - Revista Brasileira de Marketing |
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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 |