The Influence of Value Co-Creation on Consumer Satisfaction: A Mediating Role of Consumer Motivation

The importance of value co-creation processes to firms' competitive strategy is widely recognized, both in practice and in academia. Therefore, it becomes essential to identify which variables drive consumers to collaborate with companies. A primary influence on this consumer decision relates to the search for greater satisfaction. This article proposes a theoretical model that relates the process of co-creating value with customer satisfaction. The proposed conceptual model also includes the user's motivation as a potential mediating variable in the process that transforms co-creation activities into consumer satisfaction.