Die Dissertation von Lars Mackel befasst sich mit der Gestaltung Service-Dominanter Geschäftsmodelle in der Frühphase von Startups. Untersucht wird, welche Veränderungen Startup-Unternehmer an ihren Geschäftsmodellen vornehmen und welche Faktoren diese beeinflussen. Als Bezugsrahmen dient die Service-Dominant Logic (SD-Logic) von Vargo & Lusch, die den Fokus auf Service als generische Form des Austauschs und den Cocreation-Prozess der Akteure legt. Nach einer Einführung in die Grundlagen des Entrepreneurship und der verschiedenen Definitionen und Elemente von Geschäftsmodellen, wird die SD-Logic erläutert. Es wird gezeigt, wie Geschäftsmodelle als Basis für die Beziehungen zwischen Akteuren dienen, die gemeinsam Wert schaffen. Die Dissertation verwendet einen qualitativen Forschungsansatz, um die Anpassungen von Geschäftsmodellen in der Frühphase und insbesondere in der Erprobungsphase eines Startups zu untersuchen. Die empirischen Ergebnisse zeigen, dass die Cocreation-Prozesse mit den ersten Kunden nicht nur entscheidend für die Weiterentwicklung der Geschäftsmodelle sind, sondern darüber hinaus die Ausrichtung des Designs der jeweiligen Geschäftsmodelle an der SD-Logic dazu beiträgt, dass die betrachteten Startups besser gerüstet sind, die Erprobungsphase und das sogenannte ‚Valley of Death‘ zu überstehen. Die Arbeit schließt mit Empfehlungen für die Praxis und einem Ausblick auf zukünftige Forschungsfelder.:1 Einleitung 2 Grundlagen im Kontext Entrepreneurship 3 Entwicklung von Geschäftsmodellen 4 Geschäftsmodelle im Kontext der Service-Dominant Logic 5 Entwicklung des Untersuchungsrahmens und methodisches Vorgehen 6 Ergebnisse der empirischen Untersuchung 7 Schlussbetrachtungen

Education and academic related services have become as important as manufacturing and, in some cases, even more important. Considering the importance of these services as it relates to manufacturing, a problem exists. Products such as education and academic services are far less specific in value when comparing with manufactured goods, even though their quality depends on resources which can be measured, such as funding. At the same time, we must be able to quantify them and compare their values with predetermined expected levels for each area of expertise, as well as with each other. The quality of the services provided, specifically academic services, is an intangible concept that can be assessed through various methods. This research study applies the Academic Services Experience Survey, a modified version of SERVQUAL, to solve a complex and multifaceted problem of assessing and improving the quality of academic services in higher education institutions.

his dissertation advocates that value and its creation are often misunderstood concepts since both lack robust comprehensive conceptual foundations from which to advance rigorous theoretical development and analysis. Furthermore, this dissertation characterized value as the subjective assessment of the total worth of benefits received for the price paid or costs, i.e. money, time, energy, etc. The purpose of this dissertation was to conduct a holistic examination of value through the lens of service-dominant logic (S-D) and several historical economic periods of thought. I conducted a comprehensive S-D literature review in conjunction with a conceptual Boardman Soft Systems Methodology to develop a systemigram that captured the most critical S-D concepts and interrelationships to clarify its purpose and future research opportunities. During this process, value was recategorized and simplified into five primary dimensions, i.e. nature, perspectives, measures, storage, and creation. I employed Maslow's hierarchy of needs theory to illustrate that value at the lowest level of abstraction is the efficient satisfaction of human needs. I also investigated value creation and introduced a comprehensive value creation conceptual framework. Value creation is seen as a continuum of activity of key processes, i.e. value co-production, value in exchange, and value co-creation, and key procedural elements, i.e. actors, resource integration, ecosystems, services exchange, institutions and institutional arrangements as essentials to value creation. In addition, this dissertation also presented a Leyden value concept to the S-D lexicon. This concept complements use-value to capture associate upstream co-production activities and efforts as stored potential value. This dissertation then employed this conceptual framework to perform two survey based empirical studies. The first tested Lusch et al. (2007) value-co-production framework and incorporated other constructs such as transaction cost, satisfaction, and future purchase intent into a single testable model. This study leveraged covariance based structural equation modeling with 477 respondents to simultaneously test the proposed model and advance Self Determination Theory and Transaction Cost Economics within the realm of value creation and S-D Logic. This research found that most of Lusch et al. (2007) hypotheses were supported and found statistical support for the inclusion of transaction cost as a construct that influences value-co-production. In addition, this study illustrated that value-co-production has a positive statistical association with satisfaction and its impact on consumer future purchase intent. Managerial, this study highlighted those customer characteristics and behaviors necessary to maximize value generation during co-production opportunities. Finally, this dissertation empirically investigated the importance of benefits and equivalent cost reductions to entice consumer purchase intention across two different products and services scenarios. In total, this research gathered over 2,500 observations through a series of eight between subject survey experiments. This research found that consumers choose benefits such as warranty enhancements for new vehicle purchases and complementary desserts for dining experiences to enhance purchase intention. In addition, this research often revealed that consumers significantly decrease purchase intention when offered small value enhancements, i.e. 1% price reductions. This research also discovered that narcissism is negatively associated with those consumers who chose a donation to social causes. Finally, enhanced value offerings for expensive vacations, either through benefit enhancements or cost reductions, fail to significantly impact consumer purchase intention. The results of this research advance rational choice theory into the realm of value creation and S-D. Managerially, this research found that benefits, whether singular or offered as a menu, are powerful tools for retailers to employ to enhance consumer purchase intention.

This thesis has through a case study of the company Eriksberg Vilt & Natur AB investigated, using customer-oriented marketing theories, how their customers perceive sustainability. Subsequently, looking into promotion tools it has examined what implications the customers’ opinions give for the communication channels the company use. For the case study secondary data has been collected, a survey addressing Eriksberg’s customers has been conducted and a semi-structured interview has been performed with the CEO of the company. The results have shown that the opinions of Eriksberg and their customers in many ways are congruent and that customers perceive sustainability to be important, which Eriksberg do too, but also that many customers are not aware of the company’s work in sustainability. The conclusion is that Eriksberg should communicate information about their sustainability work using communication channels in which their customers have the ability to respond and react. / Denna uppsats har genom en fallstudie av företaget Eriksberg Vilt & Natur AB och genom att använda kundorienterade marknadsföringsteorier undersökt hur deras kunder uppfattar hållbarhet. Därefter har den genom att se till säljfrämjande marknadsföringsverktyg undersökt hur kundernas åsikter påverkar de marknadsföringskanaler företaget använder. För fallstudien har sekundärdata samlats in, en enkätundersökning riktad till Eriksbergs kunder har genomförts och en semistrukturerad intervju har gjorts med bolagets VD. Resultaten har visat att Eriksbergs och dess kunders åsikter i många fall är samstämmiga, att kunderna upplever hållbarhet som viktigt, vilket även Eriksberg gör, men också att många kunder inte känner till företagets hållbarhetsarbete. Slutsatsen är att Eriksberg bör kommunicera information om sitt hållbarhetsarbete till kunder genom kommunikationskanaler där kunderna kan svara och reagera.

This work offers a framework for researchers by linking service-dominant (S-D) logic to an intersubjective stream of philosophy of science. Service-dominant logic has resonated in marketing, but no existing research has attempted to link S-D logic with basic meta-theory to provide a framework. Since the range of philosophies of science (isms) referred to in the marketing literature is broad, varying from ‘realism’ to ‘relativism’, from ‘positivism’ to ‘constructivism’ and from ‘structuralism’ to ‘post-structuralism/postmodernism’, first the different isms are grouped into four main groups/streams and then S-D logic is analyzed and classified according to these streams. The four streams are: object-orientation (realism, positivism, empiricism, and so on); subject orientation (constructivism, interpretivism, and so forth); intersubjective orientation (social constructionism, pancritical rationalism, methodological constructivism, and so on); and sign orientation (post-structuralism, postmodernism, and variations). S-D logic is mainly underpinned by an intersubjective orientation and has a huge potential for further development both in and for marketing if seen from a sign-orientated, post-structural perspective and linked to the theory of practices.

Service providers must understand that they have to provide customer-perceived value, if they want to stay in business. One of the best ways to determine customer-perceived value is to encourage customer complaint. This will make it easier to identify areas of the service process which the consumer believes must be improved. The ultimate goal of our thesis is to identify and establish the patterns of customer complaint behaviour in public transportation which is a part of the service sector. If patterns are identified, it will be much easier to encourage and predict customers‘ abilities and willingness to complain during a service process. Hence, service providers will be able to create an environment that can encourage and facilitate customer complaint processes. In this regard, service providers will obtain more information that will enable them to improve the quality of their services in order provide customer-perceived value. In addition, due to the fact that services are offered at the same time when the customer is there, this increases chances of customers seeing failures. Therefore, it is vital to make it easier for customers to be able to complain as soon as they perceive these failures so that they leave the service environment satisfied. Thus, understanding the pattern of customer complaint behaviour will make this process easier. By pattern, we mean sequence and therefore, there must be factors that influence this sequence. Our thesis shall focus on three main factors; cost, contextual resources and customer‘s competence, that influence the ability, willingness and the extent to which customers will engage in a complain process. Therefore, this thesis focuses on the following: What is the pattern of customer complaint behaviour in public transportation and how do cost, contextual resources and customer‘s competence impact this pattern?However, we shall also mention other external factors that may influence the pattern of customer complaint behaviour like market structure and service characteristics. It is imperative to understand customer complaint behaviour in service because through customer complaint, customers‘ quality expectations can be determined and met. Studies reveal that, although complaint channels may exist, some customers still do not complaint. In our survey, only 21.6% of respondents who encountered a service failure actually complained implying that 78.4% of the respondents who encountered an unfavourable service experience did not complain. What could be the reasons that customers who encounter problems do not complaint, although they would want to complain?2Above all, if there is something to be learnt from customer complaint behaviour, we think that it should be the patterns of customer complaint behaviour. This is because if patterns can be identified, then the right channels can be put in place by service providers in order to encourage and facilitate the complaint process. This will enable much information to be obtained from the customers and then used to make improvements in the service offerings and processes. In this regard service quality and customer satisfaction can be increased. This will lead to customer retention and higher profits for the company as well as prevent negative word-of-mouth.In this thesis, we identified patterns of customer complaint behaviour in service with a focus in public transportation by using data from the passengers of the public bus companies of Karlstad city and the intercity bus company (SWEBUS) as bases of our research. In our questionnaire we asked customers to indicate the strength of preference for a complaint channel they would use in order to make a complaint to the bus company in the event of a negative service experience. The results were ranked in order to determine the pattern of customer complaint behaviour in public transportation. We approached this topic by revealing the importance of understanding customer complaint behaviour and using this knowledge to improve service development. We proceeded by emphasising on the importance of viewing customer complaint behaviour from the perspective of service dominant logic. / The Service and Market Oriented Transport Research Group

The benefits of customer co-creation of value in the service delivery process have been well established through recent literatures. However, despite the fact that there has been an increase in the awareness of the importance of customer behaviors in the service delivery process, little research has been done to investigate the role of customers and their influence in co-creating the service climate within organizations. This study captures the impact and effects of customer behaviors on the perceptions of employees towards the service climate of their respective restaurant firms.The overall objective of this thesis is to deepen the understanding of the role of customers in co-creating the service climates inside restaurant firms where co-creation of services occurs. For conducting this study, I have used the semi-structured interviews for data collection from six respondents (three customers and three employees) from three different restaurants within the city. Results indicate that customers’ participative and citizenship behaviors such as giving feedbacks, employees’ job appreciation and praise during direct interactions, advocacy through word of mouth, and sharing of knowledge and seeking of information that could benefit the firm influenced employees’ perception of their work climate. The results also showed that employees transfer these positive attitudes to their fellow employees through affective group tone through which the overall working climate within restaurants is improved.I believe that this study will be helpful to future scholars and researchers who wish to conduct further research on this particular topic as the findings from this study have increased the understanding of the role of customers in the co-creation service climates within restaurant organizations. The paper also discusses the theoretical and practical implications of the findings from this research at the end of the paper.

Forskare och praktiker är överens om att digital tjänsteinnovation är en absolut nödvändighet för organisatorisk överlevnad. Att tillämpa ett tjänsteperspektiv vid innovationsarbete är emellertid inte någon mindre förändring. Det är ett paradigmskifte där traditionella ideal ersätts med nya. Det nya tjänsteorienterade idealet påverkar också den organisatoriska innovationsprocessen och dess resultat. Resultatet förändras bland annat genom att fokus i den digitala innovationsprocessen flyttas från produkt till ett digitalt värdeerbjudande som består av ett antal olika komponenter och resurser. Något som är viktigt för att förbättra möjligheter för att effektivisera den digital tjänsteinnovationsprocessen. Problemet vi adresserar är att det saknas kunskap om vilka komponenter ett tjänsteorienterat värdeerbjudande består av i en i en IT-kontext. Att okritiskt tillämpa kunskap identifierad i en kontext till en annan är problematiskt eftersom attribut i kontexter kan skilja sig åt. Problemet får stöd av nyligen publicerade forskningsresultat som efterfrågar fler studier om värdeerbjudandets uppbyggnad i olika kontexter. Syftet med denna kandidatuppsats inom informatik är att undersöka hur det digitala värdeerbjudandet sätts samman i en tjänsteorienterad IT-kontext. För att uppfylla syftet har vi följt fallstudiemetoden där fyra anonymiserade organisationers digitala värdeerbjudanden har studerats. Data har samlats in genom granskning av relaterad litteratur, samt semistrukturerade intervjuer med fyra respondenter med olika roller från respektive organisation. Inför de semistrukturerade intervjuerna har en intervjuguide tagits fram utifrån konceptuell modell som baserats på tidigare forskning inom området. Resultatet visar att värdeerbjudandet i en IT-kontext består av tio komponenter, grupperade i tre dimensioner. Fem av dessa metoder är signifikanta för tillämpningen av befintliga ramverk vanligt förekommande inom IT-kontexten. Studiens resultat visar att ett värdeerbjudandets komponenter i en IT-kontext inkluderar följande processer: tjänsteportföljsprocessen, business relationship management, incidenthantering, tillgänglighetshantering, samt change management. Den empiriska studien resulterade även i framtagande av en konceptuell modell av ett digitalt värdeerbjudande. / Scientists and practitioners agree that digital service innovation is an absolute necessity for organizational survival. Applying a service dominant logic to innovation work, however, is not a minor change. It is a paradigm shift where traditional ideals are replaced with new ones. The new service-dominant ideal also affects the organizational digital innovation process and its results. The result is, among other things, changing the focus of the digital innovation process from product to a digital value proposition consisting of a number of different components and resources. Something that is important for improving opportunities to streamline the service innovation process. The problem we address is that there is no knowledge of which components a service-dominant value propositions consists of in an IT context. Uncritically applying knowledge identified in context to another is problematic because attributes in context can differ. The problem is supported by recently published research results that demand more studies about the value proposition structure in different contexts. The purpose of this report is to investigate how the value proposition is put together in a service-dominant IT context. In order to fulfil the purpose, we have followed the case study methodology where four anonymous organizations' value propositions have been studied. Data has been collected by reviewing related literature as well as semi structured interviews with four respondents with different roles from each organization. Before the semi structured interviews, an interview guide has been developed based on a conceptual model based on previous research in the field. The result shows that the value propositions in an IT context consists of ten components grouped into three dimensions. Five of these methods are significant for the application of existing frameworks commonly used in the IT context. The study results show that value propositions components in an IT context include the following processes: service portfolio process, business relationship management, incident management, availability management and change management. The empirical study also resulted in the development of a conceptual model of a digital value proposition.

Submitted by Patricia Boaventura (patboaventura@gmail.com) on 2016-03-23T17:47:10Z No. of bitstreams: 1 PatriciaBoaventura_Dissertacao2016_03_23.doc: 1183232 bytes, checksum: ba51193d608fbed532eb57c10e5f1cd8 (MD5) / Rejected by Pamela Beltran Tonsa (pamela.tonsa@fgv.br), reason: Boa tarde Patricia, Para que possamos aprovar seu trabalho é necessário alguns ajustes conforme norma ABNT/APA. * Seu titulo esta diferente da ATA, caso realmente exista essa alteração é preciso o professor orientador vir até a secretaria para fazer a alteração no verso da ATA com o titulo atual. Caso contrário não poderei aprovar. (THE CO-CREATION OF VALUE IN HIGHER EDUCATION INSTITUTIONS: LEVERAGING STUDENTS`PARTICIPATION THROUGH EMPOWERMENT) * Deve fazer a postagem em arquivo PDF * No Rodapé SÃO PAULO - 2016 deve estar em letra maiúscula. * ABSTRACT E RESUMO devem estar em letra maiuscula/Centralizado e Negrito. Após os ajustes você deve submete-lo novamente para analise e aprovação. Qualquer duvida estamos a disposição. Att, Pâmela Tonsa on 2016-03-23T18:21:34Z (GMT) / Submitted by Patricia Boaventura (patboaventura@gmail.com) on 2016-03-23T20:00:52Z No. of bitstreams: 1 PatriciaBoaventura_Dissertacao2016Final.pdf: 973449 bytes, checksum: cece91afbfa9842682f3a11f372d7d54 (MD5) / Approved for entry into archive by Pamela Beltran Tonsa (pamela.tonsa@fgv.br) on 2016-03-28T09:43:55Z (GMT) No. of bitstreams: 1 PatriciaBoaventura_Dissertacao2016Final.pdf: 973449 bytes, checksum: cece91afbfa9842682f3a11f372d7d54 (MD5) / Made available in DSpace on 2016-03-28T11:11:29Z (GMT). No. of bitstreams: 1 PatriciaBoaventura_Dissertacao2016Final.pdf: 973449 bytes, checksum: cece91afbfa9842682f3a11f372d7d54 (MD5) Previous issue date: 2016-02-29 / Customer participation has been studied for decades; however, it gained a postmodern perspective around the year 2000. Customers have become co-creators of personalized experiences, moving from the audience to the stage. In the educational context, students must take responsibility for their learning process and participate in the production of the service. This changing is providing opportunities and challenges for higher education institutions (HEIs) to redefine their relationship with stakeholders, especially with students. This study is based on the service dominant logic (SDL) perspective because students are assumed to take the role of co-creators of knowledge in the educational setting. The research uses adapted frameworks and concepts applied in organizational, knowledge-intensive business services (KIBS) and also medical studies to advance the understanding of value co-creation in the HEI context. The current study addresses a lack of research in the higher education context focusing on defining students’ participation and students’ empowerment in higher education context. An empirical investigation was developed with traditional schools in Brazil. This investigation allowed the description of the constructs in the specific context. The description of student participation in HEIs context reflects the relevance of three dimensions – information sharing, personal interaction and responsible behavior. In the Brazilian context, responsible behavior is the weakest dimension in the construct, because the responsibilities are unbalanced between students and professors. The main reasons identified for this unbalanced relation were cultural issues and local regulation. Student empowerment was described as composed by four dimensions – meaningfulness, competence, impact and choice; however, one of them – choice – was identified as the weakest dimension, facing cultural and bureaucratic barriers for implementation in the Brazilian educational context. Moreover, interviewees spontaneously cited the idea of trust in the faculty as an important antecedent of student participation that must be considered when analyzing student participation and empowerment mechanisms. An additional contribution was the proposal of a theory-based framework for understanding the service dominant logic perspective in the HEI context, in which student participation and student empowerment were explored as mechanisms leading to positive student behavior toward institution. / A participação dos clientes tem sido estudada ao longo de décadas; no entanto, ela ganhou uma perspectiva pós-moderna em torno do ano 2000. Os clientes tornaram-se cocriadores de experiências personalizadas, movendo-se da plateia para o palco. No contexto educacional, os alunos devem assumir a responsabilidade por seu processo de aprendizagem e participar da produção do serviço. Esta mudança tem gerado desafios e oportunidades para as instituições de ensino superior (IES) redefinirem suas relações com seus stakeholders, especialmente com os estudantes. Este estudo baseia-se na perspectiva da lógica dominante de serviços (SDL), porque os alunos assumem o papel de cocriadores do conhecimento no ambiente educacional. A pesquisa utiliza frameworks e conceitos adaptados de estudos de organizações de serviços intensivos em conhecimento (KIBS) e também de estudos médicos para avançar na compreensão da cocriação de valor no contexto das IES. O estudo tem objetivo de definir os conceitos de participação do aluno e de “empoderamento” no contexto do ensino superior. Uma investigação empírica foi desenvolvida com escolas tradicionais no Brasil. Esta investigação permitiu a descrição dos construtos no contexto específico. A descrição da participação dos alunos nesse contexto reflete a relevância de três dimensões - compartilhamento de informações, interação pessoal e comportamento responsável. No contexto brasileiro, comportamento responsável é a dimensão mais fraca do construto, porque as responsabilidades estão desequilibradas entre alunos e professores. Os principais motivos identificados para este desequilíbrio foram questões culturais e de regulamentação local. O “empoderamento” do estudante foi descrito como composto por quatro dimensões - significado, competência, impacto e escolha; no entanto, uma delas - escolha - foi identificada como a dimensão mais fraca, enfrentando barreiras culturais e burocráticas para uma adoção mais forte no contexto educacional brasileiro. Adicionalmente, os entrevistados espontaneamente citaram a confiança no corpo docente como importante antecedente da participação do aluno que deve ser considerada quando se analisam os mecanismos de participação e “empoderamento”. Como contribuição adicional foi proposto um framework teórico para a compreensão na perspectiva da lógica dominante serviço no contexto de IES, no qual a participação dos alunos e o “empoderamento” dos alunos foram explorados como mecanismos que podem levar a um comportamento dos alunos mais positivo em relação à instituição.

Submitted by Neusa Fagundes (neusa.fagundes@unioeste.br) on 2018-08-24T11:44:01Z No. of bitstreams: 2 fabiana_carvalho2018.pdf: 1450288 bytes, checksum: 4d4d808cc99f79329a8073654da43c75 (MD5) license_rdf: 0 bytes, checksum: d41d8cd98f00b204e9800998ecf8427e (MD5) / Made available in DSpace on 2018-08-24T11:44:01Z (GMT). No. of bitstreams: 2 fabiana_carvalho2018.pdf: 1450288 bytes, checksum: 4d4d808cc99f79329a8073654da43c75 (MD5) license_rdf: 0 bytes, checksum: d41d8cd98f00b204e9800998ecf8427e (MD5) Previous issue date: 2018-04-12 / The SD-Logic is an approach in which service is the basis of the system of exchanges. At the heart of this approach lies the assumption that value creation is established through interaction among companies, customers and other stakeholders. In this environment, companies are pressured to take a more participatory approach, which has been greatly facilitated by online communities hosted on social media. These platforms have assumed unprecedented importance for the communication among customers and organizations, whether they are commercial or not and are conducive channels to value co-creation. Since the SD-Logic perspective outweighs the traditional commodity exchange paradigm, the study analyzed the value co-creation in an online community of an internationally known nonprofit organization and its relationship towards community’s engagement and to the brand’s loyalty. The research took into account the representativeness of nonprofits organizations to society, and the broadening of the challenges to attract and retain volunteers. To reach the proposed goal, a survey was conducted with 534 community members. The collected data were analyzed using the structural equation modeling (SEM), with estimation of the Partial Least Squares - Path modelling (PLS-PM), through the tools offered by SmartPLS 3 software. The results supported the conceptual model of value co-creation in online communities of NPOs, indicating that community members base their value assessments on three elements: Experience, Interpersonal Interaction, and Social Relationships. These elements significantly explained the commitment towards the community and to the brand’s loyalty, validating the importance of this marketing strategy also in the NPO context. Theoretical and practical implications of these outcomes are discussed, as well as the limitations and indications for future researches. / A Lógica Dominante do Serviço (LDS) é uma abordagem na qual o serviço é a base do sistema de trocas. No cerne dessa abordagem, reside assunção de que a criação de valor é estabelecida por meio da interação entre empresas, clientes e demais stakeholders. Nesse ambiente, as empresas são pressionadas a realizar uma abordagem mais participativa, que tem sido amplamente facilitada pelas comunidades online hospedadas nas mídias sociais. Essas plataformas têm assumindo uma importância sem precedentes para a comunicação entre clientes e organizações, sejam elas comerciais ou não, e constituem canais propícios à cocriação de valor. Uma vez que a perspectiva da LDS supera o paradigma tradicional que se baseava na troca de mercadorias, o estudo analisou a cocriação de valor na comunidade online de uma organização sem fins lucrativos (OSFL) internacionalmente conhecida, e a relação da cocriação com o comprometimento com a comunidade e com a lealdade à marca. A pesquisa levou em consideração a representatividade das organizações sem fins lucrativos para a sociedade, e a ampliação dos desafios para atrair e manter voluntários. Para atingir o objetivo proposto, foi realizado um survey com 534 membros da comunidade. Os dados coletados foram analisados empregando-se a modelagem de equações estruturais (Structural Equation Models - SEM), com estimação dos “Mínimos Quadrados Parciais” (PLS-PM), por meio das ferramentas oferecidas pelo software SmartPLS 3. Os resultados apoiaram o modelo conceitual de cocriação de valor em comunidades online de OSFL’s, indicando que os membros da comunidade baseiam suas avaliações de valor em três elementos: Experiência, Interação Interpessoal e Relações Sociais. Esses elementos explicaram, significativamente, o comprometimento com a comunidade e a lealdade à marca, validando a importância dessa estratégia de marketing também no contexto OSFL’s. As implicações teóricas e práticas desses resultados são discutidas, bem como as limitações e indicações para futuras pesquisas.