Comportamiento del consumidor en la co-creación de valor y su relación con la satisfacción en el entorno universitariouna aplicación a la Universidad de Ibagué (Colombia)

  1. Moreno, Blanca Astrid 1
  2. Calderón, Haydée 2
  1. 1 Universidad de Ibagué
    info

    Universidad de Ibagué

    Ibagué, Colombia

    ROR https://ror.org/04pzf5g91

  2. 2 Universitat de València
    info

    Universitat de València

    Valencia, España

    ROR https://ror.org/043nxc105

Revista:
Revista Facultad de Ciencias Económicas: Investigación y Reflexión

ISSN: 0121-6805

Ano de publicación: 2017

Volume: 25

Número: 1

Páxinas: 203-217

Tipo: Artigo

DOI: 10.18359/RFCE.1193 DIALNET GOOGLE SCHOLAR lock_openDialnet editor

Outras publicacións en: Revista Facultad de Ciencias Económicas: Investigación y Reflexión

Resumo

Estudos acadêmicos indicam que o consumidor é o agente mais importante na co-criação de valor, mas poucos estudos se centraram em descobrir e comprovar a influência dos comportamentos do consumidor que co-cria valor em sua satisfação. Neste artigo contrasta-se esta relação no contexto universitário, para o qual propõe-se um modelo relacional com as variáveis: comportamento do consumidor na co-criação de valor e satisfação. Este modelo foi aplicado em uma mostra representativa de estudantes de uma universidade colombiana. Os resultados evidenciam algumas relações positivas. A contribuição teórica do estudo revela que esta é a primeira vez que se analisa a influência da co-criação desde a perspectiva do consumidor na satisfação no contexto universitário e em um país latino-americano.

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