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dc.contributor.authorHuertas M.K.Z.
dc.contributor.authorPERGENTINO, I.
dc.date.accessioned2022-04-01T06:04:21Z
dc.date.accessioned2024-02-27T16:29:33Z
dc.date.available2022-04-01T06:04:21Z
dc.date.available2024-02-27T16:29:33Z
dc.date.issued2018-01-05
dc.identifier.citationHuertas M.K.Z.; PERGENTINO, I. The Moderator Effect of Previous Dissatisfaction with Service Category on Co-Creation with Consumers. Developments in Marketing Science: Proceedings of the Academy of Marketing Science, P. 317-330, 2018.
dc.identifier.issn2363-6173
dc.identifier.urihttps://hdl.handle.net/20.500.12032/122127
dc.description.abstract© 2018, Academy of Marketing Science.Whether to develop products and services or to solve consumption problems, co-creation objective is to create value. Most previous research has emphasized consumer’s participation as co-creator of products and services, the co-creation effects on business performance, and the participants’ evaluations of the co-created output. Conversely, the perspective of the consumer who observes the co-creation process (not participants as co-creators) has been little explored in marketing literature. However, knowledge about how those observers evaluate a new service disclosing co-creation with consumers has become relevant. On the other hand, consumer satisfaction with the co-created product/service is considered a success measurement of the co-creation result. Nevertheless, nothing is known about how previous satisfaction or dissatisfaction with an offer influences the evaluation of the co-created product/service. In this context, the general objective of this research is to analyze the moderating effect of previous dissatisfaction with the service category on the evaluation of a co-created service, from the observer’s consumer perspective. Through two experimental studies, we found that when there is consumer dissatisfaction with the service category, to disclose the co-creation of a new service would lead to greater purchase intention. The managerial implications include marketing communications and service decisions.
dc.relation.ispartofDevelopments in Marketing Science: Proceedings of the Academy of Marketing Science
dc.rightsAcesso Restrito
dc.titleThe Moderator Effect of Previous Dissatisfaction with Service Category on Co-Creation with Consumers
dc.typeCapítulo de livro


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