Ambiguidade e conflito de papéis no contexto de cocriação de valor : análise da perspectiva do consumidor de serviços financeiros através de canais virtuais

• Ano de defesa: 2016
• Autor(a) principal: Pacheco Junior, José Carlos Schaidhauer
• Orientador(a): Brasil, Vinícius Sittoni
• Tipo de documento: Dissertação
• Tipo de acesso: Acesso aberto
• Idioma: por
• Instituição de defesa: Pontifícia Universidade Católica do Rio Grande do Sul
• Programa de Pós-Graduação: Programa de Pós-Graduação em Administração e Negócios
• Departamento: Faculdade de Administração, Contabilidade e Economia
• País: Brasil
• Palavras-chave em Português: COMPORTAMENTO DO CONSUMIDOR; CONSUMIDORES - SATISFAÇÃO; PRESTAÇÃO DE SERVIÇOS; MARKETING; ADMINISTRAÇÃO DE EMPRESAS
• Área do conhecimento CNPq: CIENCIAS SOCIAIS APLICADAS::ADMINISTRACAO
• Link de acesso: http://tede2.pucrs.br/tede2/handle/tede/6864

Any discrepancy in the exercise by the consumer of his role in the context of services may result in negative effects on his satisfaction and perception of value. This may occur because of role ambiguity, which would arise either from the lack of clear information on responsibilities and expected behaviors of a role, or from role conflict, generated by disagreement about the expected behaviors of each one. On the other hand, the habituation of the consumer to his role may enable a better adjustment, thus mitigating potential unfavorable effects. Thus, the present study analyzed the effects of both role ambiguity and conflict, moderated by habit, on the co-creation behavior of consumers, in the context of the use of financial services through virtual channels, as well as the consequent effects on their satisfaction and perception of value. To this end, a descriptive research was conducted, involving a final sample with 506 respondents, and making use of the structural equations modeling technique for identifying the relationships proposed by the research model. Findings supported the negative effects of the variables role ambiguity and role conflict on the consumer co-creation behavior, as well as the positive influence of ambiguity on conflict of roles. Furthermore, results have confirmed the positive correlation between co-creation behavior and the variables of perceived value and satisfaction. The habit of the consumer to the context showed a moderating effect on role ambiguity, but none on role conflict, when related to consumer co-creation behavior. The research findings contribute to the studies of consumer behavior by ratifying theoretical assumptions on the relationships between the examined variables, showing the way in which habit interacts in the model and regarding the adaptation and validation of scales for related researches. With regard to practical outcomes, the importance of investment by the companies for clarifying the roles of each party is highlighted, especially for relationships in which a high involvement of the consumers is expected. Similarly, it is necessary to find ways of encouraging consumers to participate in processes by agreeing with suggested roles and not only by understanding such roles, since it positively affects co-creation behavior and, accordingly, the results of perceived value and satisfaction.