Cocriação e qualidade: um panorama em relação ao impacto da participação dos clientes na qualidade dos serviços em empresas de varejo, atacado e distribuição

Abstract

The greater participation of customers in service processes, through co-creation, has become increasingly present in the daily lives of companies, bringing benefits both for the organization that provides the service and for the customer. However, for co-creation to occur, the company must manage the participation of heterogeneous customers with different goals and knowledge. Thus, it is interesting to seek a better understanding of the processes of co-creation and whether they impact the quality of services delivered by organizations. The retail sector has been presented as a highly relevant one, which has undergone significant transformations in recent years, so it was chosen as the object of study. This study aimed to understand the relationship between co-creation, in its various types, and the quality of services provided by companies in the retail, wholesale, and distribution sectors. For that, a survey was conducted with 262 Brazilian companies, which sought to understand the relationship between the types of cocreation, the dimensions of Total Quality of Service, and the quality gaps. The data obtained through this were analyzed using Structural Equation Modeling, being possible to confirm all the hypotheses presented. After that, interviews were conducted to understand how co-creation occurs in practice and the managers' view of the relationship between co-creation and service quality. For this purpose, six companies were chosen from those who participated in the survey. From the data obtained, it was possible to develop a theoretical model of co-creation in service processes.