Comportamento de cocriação de valor do consumidor como antecedente da satisfação e lealdade

Thanks to the growing debate about the service‐dominant logic in marketing, value co‐creation has become a central concept in academic debates, given its relevance to the logic proposed. In this study we sought to evaluate the consequences of the behavior of the consumer's co‐creation of value. Always focusing on the model of Yi and Gong (2013), which evaluates this behavior as a third order construct, two data collections were carried out. At first we attempted to validate the proposed scale in the Brazilian context. For the second collection we evaluated the consumer's co‐creation as a preceding variable of satisfaction and loyalty. In addition, it was found that the relationship time acts as a moderator of the relationship between second‐ and third‐order constructs. The results indicate that the value co‐creation predicts satisfaction and loyalty. The study helped to validate the first model of value co‐creation for the Brazilian context. Additionally, it showed how this behavior can result in positive consequences for clients. The results indicate that despite studying value creation differently from the way it has been done before service‐dominant logic, the way consumers perceive value remains unchanged.