Contribuição dos elementos de sustentação da cocriação de valor para a intenção de recompra: uma abordagem teórica

Ricardo Antonio Reche, Adriana Locatelli Bertolini, Gabriel Sperandio Milan

Resumo


Objetivo: o trabalho visa estabelecer ligações entre os elementos de sustentação da cocriação de valor e da intenção de recompra, por meio de alguns antecedentes como a confiança, comprometimento e satisfação.

Metodologia/abordagem: por meio de uma reflexão teórica, o modelo de gerenciamento de cocriação de valor proposto por Payne, Storbacka & Frow (2008) e o modelo DART de Prahalad & Ramaswamy (2004) são revisitados, enfatizando os pontos de interação entre fornecedores e clientes e os elementos de sustentação da cocriação de valor.

Principais resultados: a ligação entre os elementos de sustentação da cocriação de valor e antecedentes da intenção de recompra é explicitada em umframework conceitual, evidenciando as relações entre os temas, efetivadas por construtos como confiança, compromisso e fortes relacionamentos.

Contribuições teóricas: a participação positiva dos elementos de sustentação da cocriação de valor para com os antecedentes da intenção de recompra fica evidenciada por meio da contribuição do modelo DART para a aprendizagem conjunta e interações personalizadas.

Relevância/originalidade: na medida em que não foram identificados estudos anteriores unindo conceitualmente estes dois temas, comumente tratados separadamente, o presente trabalho esclarece como os mecanismos de interação típicos dos processos de cocriação de valor poderiam ajudar a explicar a intenção de recompra por meio de alguns de seus antecedentes.


Palavras-chave


Lógica dominante dos serviços; Cocriação de valor; Intenção de recompra

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DOI: https://doi.org/10.5585/remark.v18i1.3803

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