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Previous issue date: 2016-03-31 / 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. / A discrep?ncia do consumidor no exerc?cio de seu papel no contexto de servi?os pode resultar em efeitos negativos sobre as suas percep??es de valor e satisfa??o. Isso pode ocorrer em fun??o da exist?ncia de ambiguidade de pap?is, que seria a falta de clareza sobre as responsabilidades e comportamentos esperados de um papel, ou de conflito de pap?is, oriundo da discord?ncia a respeito dos comportamentos esperados de um papel. Por outro lado, o h?bito do consumidor com o seu papel pode permitir maior adequa??o, amenizando poss?veis efeitos desfavor?veis. Nesse sentido, o presente estudo objetivou analisar os efeitos da ambiguidade e do conflito de pap?is sobre o comportamento de cocria??o do consumidor, moderados pelo h?bito, no contexto de utiliza??o de servi?os financeiros atrav?s de canais virtuais, bem como os efeitos resultantes na sua percep??o de valor e satisfa??o. Para tal, foi realizada pesquisa de car?ter descritivo com uma amostra final de 506 respondentes, sendo utilizada a t?cnica de modelagem de equa??es estruturais para verifica??o das rela??es propostas no modelo de pesquisa. Foi atestada a exist?ncia de influ?ncia negativa das vari?veis de ambiguidade e conflito de pap?is sobre o comportamento de cocria??o do consumidor, bem como o efeito positivo da ambiguidade sobre o conflito de pap?is. Adicionalmente, foi confirmada a rela??o positiva entre o comportamento de cocria??o e as vari?veis de valor percebido e satisfa??o. O h?bito do consumidor com o contexto demonstrou modera??o sobre a ambiguidade, mas n?o sobre o conflito, quando relacionados com o comportamento de cocria??o. As descobertas do estudo contribuem para a ?rea do comportamento do consumidor ao ratificar os pressupostos te?ricos sobre as rela??es entre as vari?veis e por demonstrar a forma como o h?bito interage no modelo, bem como pela adapta??o e valida??o de escalas para pesquisas correlatas. No que tange ?s implica??es pr?ticas, ressalta-se a import?ncia do investimento das empresas na clarifica??o dos pap?is de cada parte, principalmente em rela??es onde se espere alto n?vel de participa??o do consumidor. Do mesmo modo, ? preciso encontrar formas de estimular os consumidores a participarem dos processos atrav?s de sua concord?ncia com o papel sugerido, n?o apenas pelo entendimento, visto que isso influencia positivamente o comportamento de cocria??o e, consequentemente, os resultados percebidos de valor e satisfa??o.
| Identifer | oai:union.ndltd.org:IBICT/oai:tede2.pucrs.br:tede/6864 |
| Date | 31 March 2016 |
| Creators | Pacheco Junior, Jos? Carlos Schaidhauer |
| Contributors | Brasil, Vin?cius Sittoni |
| Publisher | Pontif?cia Universidade Cat?lica do Rio Grande do Sul, Programa de P?s-Gradua??o em Administra??o e Neg?cios, PUCRS, Brasil, Faculdade de Administra??o, Contabilidade e Economia |
| Source Sets | IBICT Brazilian ETDs |
| Language | Portuguese |
| Detected Language | English |
| Type | info:eu-repo/semantics/publishedVersion, info:eu-repo/semantics/masterThesis |
| Format | application/pdf |
| Source | reponame:Biblioteca Digital de Teses e Dissertações da PUC_RS, instname:Pontifícia Universidade Católica do Rio Grande do Sul, instacron:PUC_RS |
| Rights | info:eu-repo/semantics/openAccess |
| Relation | 3244129067093836374, 600, 600, 600, 4410494103952189146, 8024035432632778221 |
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