A Relação entre os Elementos da Cocriação, Satisfação e Confiança no Contexto de Serviços

Larissa Carine Braz Becker; Cristiane Pizzutti dos Santos; Mateus Nagel

doi:10.5585/remark.v15i2.3063

Authors

Larissa Carine Braz Becker University of Turku, Turku
Cristiane Pizzutti dos Santos Universidade Federal do Rio Grande do Sul – UFRGS, Porto Alegre
Mateus Nagel Faculdade Integrada de Santa Maria - FISMA

DOI:

https://doi.org/10.5585/remark.v15i2.3063

Keywords:

trust, satisfaction, DART, co-creation, services.

Abstract

New perspectives have emerged in marketing, based, for example, in the co-creation (Vargo & Lusch, 2004). This article aims to analyze the relationship between the elements of co-creation - dialogue, access, risk assessment and transparency -, satisfaction and trust in services with credence qualities (medical services) versus services with experience qualities (hairdresser services). To this end, we conducted a survey (n = 230) and moderated mediation analyses to analysis to investigate satisfaction as a mediator of the relationship between the elements of co-creation and trust, and the moderating role of the type of service. The findings show that satisfaction mediates the relationship between dialogue, access and transparency with trust, and these relationships are stronger for the medical service (credential service) than hairdresser service (experimental service). Thus, this paper contributes to the marketing literature by proposing new antecedents of trust for services with credence qualities, and empirically tests the co-creation through its elements.