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

Autores

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.

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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Publicado

28.05.2019

Como Citar

Reche, R. A., Bertolini, A. L., & Milan, G. S. (2019). Contribuição dos elementos de sustentação da cocriação de valor para a intenção de recompra: uma abordagem teórica. ReMark - Revista Brasileira De Marketing, 18(1), 58–72. https://doi.org/10.5585/remark.v18i1.3803

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