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BAR - Brazilian Administration Review

On-line version ISSN 1807-7692

Abstract

PACHECO, Natália Araujo; LUNARDO, Renaud  and  SANTOS, Cristiane Pizzutti dos. A perceived-control based model to understanding the effects of co-production on satisfaction. BAR, Braz. Adm. Rev. [online]. 2013, vol.10, n.2, pp.219-238. ISSN 1807-7692.  http://dx.doi.org/10.1590/S1807-76922013000200007.

This article represents an initial effort to analyze the complex linkages among co-production, perceived control and satisfaction. Co-production refers to the consumer participation in production activities and is here considered a proxy for behavioral control as it allows consumers to have some control over the process of the desired product or service. Considering the increase of co-production in consumption activities, understanding the linkage between the control from the co-production process and the satisfaction toward the related consumption may be quite useful to firms interested in adopting such a managerial tool. Two experimental studies - one in a service setting and the other in a product setting - show that co-production positively affects customer's satisfaction through the mediating effect of perceived control. Information gain and refund choice, representing cognitive and decisional controls respectively, also enhance customers' perceived control.

Keywords : co-production; perceived control; information; refund choice; satisfaction.

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