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Advisor(s)
Abstract(s)
Atualmente, com o mercado cada vez mais competitivo e as transformações a alterar o modo
no qual as empresas pensam as suas estratégias e o seu posicionamento, torna-se necessário
uma nova abordagem por parte das empresas na busca por vantagem competitiva. Neste
contexto, esta dissertação aborda o tema da co-criação, que é considerado por muitos autores
e profissionais de gestão como uma alternativa importante no desenvolvimento de mercados,
produtos, serviços e processos em geral.
Desta forma, é importante analisar o processo de co-criação como um todo, a compreender sua
maneira de utilização detalhada e seus antecedentes, como por exemplo a qualidade do serviço
e a lealdade dos clientes. Outro atributo importante e imperativo para esta dissertação, está
relacionado com o comportamento de co-criação dos clientes.
Assim, realizou-se uma pesquisa de campo, de modo a analisar elementos de co-criação sob a
ótica dos clientes. Esta análise foi feita tendo por base de estudo o caso da empresa Starbucks.
A pesquisa foi operacionalizada através da aplicação de um questionário a uma amostra que
representou o total de 385 respondentes. Os resultados foram analisados estatisticamente
através das técnicas T-Student de amostras em pares e correlações de Spearman.
Os resultados permitiram suportar parcialmente as hipóteses de pesquisa formuladas, onde o
modelo conceptual proposto pode ser validado em parte, pois as teorias verificadas estão de
certa forma em sintonia com o que foi encontrado na pesquisa empírica. Desta forma, é possível
destacar que, de facto, o nível da qualidade do serviço exerce um impacto positivo na lealdade
e no comportamento de co-criação, em todas suas vertentes. Assim como a lealdade pode ser
considerada um atributo importante na intenção de co-criação por parte dos clientes da
empresa Starbucks.
Nowadays, with the increasingly competitive market and the transformations changing the way companies think about their strategies and positioning, a new approach by companies in search for competitive advantage is necessary. In this context, this dissertation addresses the theme of co-creation, which is considered by many authors and management professionals as an important alternative in the development of markets, products, services and processes in general. Thus, it is important to analyze the co-creation process as a whole, to understand its detailed use and background, such as the quality of service and customer loyalty. Another important and imperative attribute in this dissertation is related to the co-creation behavior of customers. Therefore, a field research was carried out, in order to analyze co-creation elements from the clients' perspective. This analysis was based on the case of Starbucks. A research was operationalized by applying a survey to a sample that represented the total of 385 respondents. The results were statistically analyzed using T-Student techniques of paired sizes and Spearman correlations. The results allowed to partially support the research hypotheses formulated, where the proposed conceptual model can be validated, because the verified theories are in line with what was found in the empirical research. Thus, it is possible to highlight that, in fact, the level of service quality has a positive impact on loyalty and co-creation behavior, in all its aspects. Just as loyalty can be considered an important attribute in the intention of cocreation by Starbucks customers.
Nowadays, with the increasingly competitive market and the transformations changing the way companies think about their strategies and positioning, a new approach by companies in search for competitive advantage is necessary. In this context, this dissertation addresses the theme of co-creation, which is considered by many authors and management professionals as an important alternative in the development of markets, products, services and processes in general. Thus, it is important to analyze the co-creation process as a whole, to understand its detailed use and background, such as the quality of service and customer loyalty. Another important and imperative attribute in this dissertation is related to the co-creation behavior of customers. Therefore, a field research was carried out, in order to analyze co-creation elements from the clients' perspective. This analysis was based on the case of Starbucks. A research was operationalized by applying a survey to a sample that represented the total of 385 respondents. The results were statistically analyzed using T-Student techniques of paired sizes and Spearman correlations. The results allowed to partially support the research hypotheses formulated, where the proposed conceptual model can be validated, because the verified theories are in line with what was found in the empirical research. Thus, it is possible to highlight that, in fact, the level of service quality has a positive impact on loyalty and co-creation behavior, in all its aspects. Just as loyalty can be considered an important attribute in the intention of cocreation by Starbucks customers.
Description
Keywords
Co-Criação Comportamento de Co-Criação Lealdade Satisfação dos Clientes