Does co-creation and co-production create value and customer satisfaction? analysis on the perception of financial institutions’ Clients

• Published in: Revista brasileira de marketing 2020-01, Vol.19 (1), p.126
• Main Authors: Fábio Rogério de Morais, de Souza Pandolfi, Edgar, Luciana Trindade Sanagioto
• Format: Article
• Language: English
• Subjects: Customer satisfaction; Financial services
• ISSN: 2177-5184
• DOI: 10.5585/remark.v19i1.17141

Study purpose: To analyze the effects of co-production and co-creation on value co-creation and on the satisfaction of financial services’ consumers. Methodology/Approach: We used structural equations modeling [SEM] for the empirical assessment of the theoretical model based on SDL: value stems from interaction in co-production or co-creation (Vargo & Lusch, 2004), and engagement in co-creation and co-production, which have positive effects on value creation (Prahalad & Ramaswamy, 2000, 2004; Vargo & Lusch, 2004), and satisfaction (Williams & Naumann, 2011). Main findings: The model showed statistical results close to acceptable values (Hair et al., 2009), but not sufficient to affirm that there is an effect of coproduction and cocreation on co-created value and on customer satisfaction. There is correlation between the variables of co-production and co-creation, but the low explanatory power requires adjustments to the model or a review of the constructs. Theoretical/methodological contributions: We highlight the relationship between co-production and co-creation, since the model extends knowledge about their constructs applied to the financial context, with categories and modeling proposition, by refining the ideas of co-production, co-creation, value co-creation, and perceived value. Relevance/originality: The study builds parameters for measuring co-created value in co-creation and co-production of services, and shows that customers of financial services co-produce or co-create as an extension of the supplier, not of the customer.