A relação entre cocriação de valor e lealdade entre stakeholders

Abstract

The concept of co-creation value plays a pivotal role in enabling companies to maintain their competitiveness within a dynamic market landscape. By facilitating more effective stakeholder engagement and the development of personalized solutions, it serves to strengthen relationships and foster customer loyalty. Consequently, this thesis seeks to explore the relationship between co-creation value and customer loyalty among stakeholders who utilize services offered by both vehicle dealerships and independent service shops. To accomplish this objective, we conducted an online survey with participants who used services for their vehicles at dealerships and independent service shops. Additionally, we conducted a quantitative analysis employing Partial Least Squares Structural Equation Modeling (PLS-SEM). Our findings reveal a positive correlation between the various dimensions of DART co-creation value (Dialogue, Access, Risk-benefits, and Transparency) and the loyalty exhibited by customers who have had services performed on their vehicles. Furthermore, we conducted a multigroup analysis to discern any disparities between customers who patronized dealerships and those who frequented independent workshops. In both cohorts, co-creation value emerged as a robust predictor of customer loyalty. Interestingly, customers who availed dealership services exhibited a higher degree of loyalty in comparison to their counterparts who utilized independent service shops. Besides this, we plotted an Importance-performance map in order to understand which dimensions is the most and the less important to the model. The dimension Access is considered the most important one; however, it needs to be more refined in the companies analyzed in this paper. Moreover, the dimension Risk is the less important one it could because the customer trusts in the corporation they are participating in the cocreation process. From a theoretical perspective, our empirical model underscores the significance of co-creation value in delivering tangible benefits to both customer stakeholders and automotive service providers. In terms of managerial implications, this thesis proposes that integrating co-creation value into business models within the automotive service industry can be instrumental in sustaining a competitive edge in the competitive market.