The Effects of Co-Production on Repurchase and Positive Word-of-Mouth after Dissatisfaction

Informações

Código: MKT482
Divisão: MKT - Marketing
Tema de Interesse: Tema 01 - Comportamento do Consumidor

Autores

Natália Araujo Pacheco, Cristiane Pizzutti dos Santos, Renaud Lunardo

Resumo

The customer-firm interaction has been pointed as a source of value creation(PRAHALAD; RAMASWAMY, 2004, VARGO; LUSCH, 2008), customer economic valueattainment (CHAN et al., 2010) and competitive effectiveness (BENDAPUDI; LEONE,2003), making co-production an effective marketing tool from the managerial standpoint.From the consumers’ standpoint, co-production is also of interest, because it allows them totake part in the production process of a product or service (ETGAR, 2008). The increasingimportance of co-production in marketing literature is illustrated by the growing number ofempirical research on the theme (e.g., BENDAPUDI; LEONE, 2003, ORDANINI; PAISNI,2008, CHAN et al., 2010). Given the positive effects of co-production such as increasing incustomer’s satisfaction (HUNT et al., 2010) and control (ERTIMUR, 2008), the use of coproductionas a managerial tool capable of enhancing positive responses even after adissatisfying purchase episode is worthy of discussion. Based on Averill’s (1973) typology ofcontrol, co-production is considered here a way to provide behavioral control to consumers onthe production process, while information and refund choice are considered to providecognitive and decisional control respectively. The relationships between those three variablesand behavioral intentions, that are, repurchase and positive word-of-mouth intentions, areinvestigated in this paper, as co-production, information, and refund choice are predicted toimpact positively on positive behavioral intentions after a consumer’s dissatisfaction with thepurchase. Two experimental studies were conducted to examine the above mentionedrelationships, 97 Brazilian students participated in the first study and 90 French students in thesecond one. The first study manipulated co-production and information in a service context (avacation travel offer), while the second study has manipulated co-production and refundchoice in a product context (a writing desk offer). Results from the experimental studiessupported most of the research hypotheses, indicating that co-production, information, andrefund choice lead to higher repurchase and positive word-of-mouth intentions after adissatisfying purchase, and that combining co-production with high information level leads tohigher behavioral intentions than providing each one of them separately. Therefore, it seemsthat providing relevant information in situations where consumers co-produce makes themfeel more able to do it, and, consequently, more satisfied with the process. From our findings,co-production, information and refund choice were proved to be important management toolswhich can improve repurchase and positive word-of-mouth intentions’ ratings afterdissatisfaction. The implications of results, research limitations, and suggestions for futureresearch are presented at the end of the paper.

Abrir PDF