A influência da cocriação na confiança e lealdade nos serviços de academias
DOI:
https://doi.org/10.11606/issn.1981-4690.2023e37184655Palavras-chave:
Cocriação, Confiança, Lealdade, FitnessResumo
O objetivo do estudo foi identificar a influência da cocriação na confiança e na lealdade nos serviços de academias do estado do Rio Grande do Sul. Foi realizada uma survey com 236 respondentes. A técnica estatística utilizada foi Modelagem de Equações Estruturais (MEE), por meio da qual o modelo conceitual foi testado. Os resultados mostram que cocriação tem impacto direto sobre a construção de uma relação de confiança e lealdade entre consumidor e prestador de serviço. Como conclusões, percebe-se que a análise do constructo Cocriação mostrou-se de grande valor para os serviços de academias, pois pode avaliar a percepção dos clientes sobre esses serviços e as intenções de confiança e lealdade em relação ao modo dos serviços prestados, melhorando, assim, a qualidade das estratégias. Ao longo da pesquisa, surgiram situações que levam a estudos futuros e mostram o quanto o constructo Cocriação agrega na forma de entregar um serviço para o aumento da confiabilidade e da lealdade do cliente.
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