Contribution of value co-creation support elements to repurchase intention: A theoretical approach
Objective: this work aims to stablish connections between value co-creation support elements and repurchase intention, by means of some antecedents as trust, commitment and satisfaction.Methodology/approach: by means of a theoretical reflection, the value co-creation management model proposed by Pay...
| Autores: | , , |
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| Tipo de recurso: | artículo |
| Estado: | Versión publicada |
| Fecha de publicación: | 2019 |
| País: | Brasil |
| Institución: | Universidade Nove de Julho (UNINOVE) |
| Repositorio: | REMark - Revista Brasileira de Marketing |
| Idioma: | inglés portugués |
| OAI Identifier: | oai:https://periodicos.uninove.br:article/13999 |
| Acceso en línea: | https://periodicos.uninove.br/remark/article/view/13999 |
| Access Level: | acceso abierto |
| Palabra clave: | Service dominant logic; Value co-creation; Repurchase intention Lógica dominante dos serviços; Cocriação de valor; Intenção de recompra |
| Sumario: | Objective: this work aims to stablish connections between value co-creation support elements and repurchase intention, by means of some antecedents as trust, commitment and satisfaction.Methodology/approach: by means of a theoretical reflection, the value co-creation management model proposed by Payne, Storbacka Frow (2008) and the DART model by Prahalad Ramaswamy (2004) are revisited, emphasizing the interaction points between suppliers and customers and value co-creation support elements.Relevance/originality: as no previous studies that have conceptually united these two subjects were identified, commonly treated separately, the present work clarifies how the typical interaction mechanisms of value co-creation processes could help explain repurchase intention by means of some of its antecedents.Main results: the connection between value co-creation support elements and repurchase intention antecedents is explicit in a conceptual framework, evidencing the relations among the subjects, effected by constructs like trust, commitment and strong relationships.Theoretical contributions: the positive participation of value co-creation support elements for the repurchase intention antecedents is evidenced by means of the DART model contribution to conjoint learning and personalized interactions. |
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