Dimensions of Value Co-creation and their influence on the Satisfaction, Delight, Trust and Loyalty of service customers

• Grant number: 23/14275-3
• Support Opportunities: Scholarships in Brazil - Scientific Initiation
• Start date: April 01, 2024
• End date: March 31, 2025
• Field of knowledge: Applied Social Sciences - Administration - Business Administration
• Principal Investigator: Eduardo Roque Mangini
• Grantee: Júlia Cortizo de Oliveira
• Host Institution: Instituto Federal de Educação, Ciência e Tecnologia de São Paulo (IFSP). Campus São Roque. São Roque , SP, Brazil

Abstract

The Service-Dominated Logic advocates the idea of value co-creation, which emphasizes the importance of interacting between service provider and customer. As a matter of fact, this interaction, with the exchange of information, is an essential part of the process that has repercussions throughout the organization as well as from the perspective of customers and service providers. The effects of this interaction can be seen in the formation of satisfaction, delight, trust, and loyalty, which subsequently translate into profits and market share for service providers. In this study, we attempt to examine how the constructs of value co-creation, satisfaction, delight, and trust predict loyalty formation. Using a cross-sectional approach and structural equation modeling as a method of analysis, the established work method is of a quantitative nature. The sample will be non-probabilistic by accessibility, using the snowball method. In addition to six statistical hypotheses, a conceptual model was developed for explaining the importance of the relationship between service providers and customers, as well as for shedding light on issues related to value co-creation.