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

Ricardo Antonio Reche; Adriana Locatelli Bertolini; Gabriel Sperandio Milan

doi:10.5585/remark.v18i1.3803

Autores

Ricardo Antonio Reche Universidade de Caxias do Sul (UCS) https://orcid.org/0000-0002-9080-1500
Adriana Locatelli Bertolini Faculdade de Integração do Ensino Superior do Cone Sul - FISUL https://orcid.org/0000-0002-1488-5458
Gabriel Sperandio Milan Faculdade de Integração do Ensino Superior do Cone Sul - FISUL https://orcid.org/0000-0003-3480-2653

DOI:

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

Palavras-chave:

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

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.

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Biografia do Autor

Ricardo Antonio Reche, Universidade de Caxias do Sul (UCS)

Doutorando em Administração pela Universidade de Caxias do Sul - UCS, Rio Grande do Sul, (Brasil). Coordenador do curso de Bacharelado em Administração e do Curso de Tecnologia em Gestão Comercial na Faculdade de Integração do Ensino Superior do Cone Sul - FISUL, Rio Grande do Sul.

Adriana Locatelli Bertolini, Faculdade de Integração do Ensino Superior do Cone Sul - FISUL

Doutoranda em Administração pela Universidade de Caxias do Sul - UCS, Rio Grande do Sul, (Brasil). Professora na graduação da Faculdade de Integração do Ensino Superior do Cone Sul - FISUL, Rio Grande do Sul.

Gabriel Sperandio Milan, Faculdade de Integração do Ensino Superior do Cone Sul - FISUL

Doutorado em Engenharia de Produção Sistemas de Qualidade pela Universidade Federal do Rio Grande do Sul - UFRGS, Rio Grande do Sul, (Brasil). Professor e Pesquisador no Centro de Ensino Superior Cenecista de Farroupilha - CESF, Rio Grande do Sul.

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