Quando se percebe que o valor é construído? a cocriação de valor na experiência dos clientes em serviços financeiros
DOI:
https://doi.org/10.5585/remark.v23i2.22177Palabras clave:
Cocriação e coprodução; Cocriação de valor; Valor para o cliente; Serviços financeirosResumen
Objetivo do estudo: O objetivo deste estudo foi propor a adequação do modelo teórico de cocriação de valor, aplicado aos serviços financeiros.
Metodologia/Abordagem: Com abordagem quantitativa-explicativa e estratégia Survey, os dados foram coletados por meio de questionário (Google Forms) aplicados aos clientes de serviços financeiros e análises estatísticas descritivas e inferenciais (IBM SPSS Amos 24.0.0).
Principais resultados: O modelo teórico de cocriação de valor ajustado para serviços financeiros foi aceito e os índices se enquadraram positivamente nos valores de referência da modelagem de equações estruturais.
Contribuições teóricas/metodológicas: Ampliou-se a análise do processo de cocriação de valor aplicado ao serviço financeiro e verificou-se novas variáveis que contribuem com o processo de cocriação de valor.
Relevância/originalidade: O estudo aponta a existência de fatores considerados essenciais para a percepção de cocriação de valor, dispostas na plataforma interativa de capacidades e recursos que foram propostos como métricas para o dimensionamento do modelo disponível contribuindo para a coleta de dados e testagens empíricas em pesquisas futuras.
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