CUSTOMER INTERACTION: A META ANALITICAL APPROACH

Informações

Código: EMA116
Divisão: EMA - Encontro de Marketing da ANPAD
Tema de Interesse: Tema 05 - Estratégias de Marketing e Marketing Internacional

Autores

Vinicius Antonio Machado Nardi (Prog de Pós-Grad em Admin/Área Escola de Gestão e Negócios – PPGAdm/UNISINOS - Universidade do Vale do Rio dos Sinos) viniciusamnardi@gmail.com
Wagner Junior Ladeira (Prog de Pós-Grad em Admin/Área Escola de Gestão e Negócios – PPGAdm/UNISINOS - Universidade do Vale do Rio dos Sinos) wjladeira@gmail.com
Fernando de Oliveira Santini (Prog de Pós-Grad em Admin/Área Escola de Gestão e Negócios – PPGAdm/UNISINOS - Universidade do Vale do Rio dos Sinos) santiniconsultores@gmail.com

Resumo

Customer interaction (CI) is a source of desire and concern for managers around the world. Different forms of interaction - such as co-creation, coproduction, customer engagement, customer participation and customer innovation - are evaluated in different fields of knowledge, with a gap for the joint analysis of their antecedents and consequents, as well as of possible practical distinctions in the effects between these concepts. Through a meta-analytic approach, we test the arguments of Dong & Sivakumar (2017). The results demonstrate the empirical validity of using customer participation to replace terminologies such as coproduction and cocreation but do not confirm the practical distinction of customer participation with related concepts such as customer engagement. Practical implications and direction for future research are discussed.

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