Revista Intercontinental de Gestão Desportiva - RIGD (Intercontinental Journal of Sport Management) ISSN 2237-3373
https://app.periodikos.com.br/journal/rigd/article/doi/10.51995/2237-3373.v12i3e110048

Revista Intercontinental de Gestão Desportiva - RIGD (Intercontinental Journal of Sport Management) ISSN 2237-3373

Original Article

The influence of co-creation on trust and loyalty in personal trainer services

Wellington Andrades da Silva, Marcelo Curth, Gustavo Roese Sanfelice, Vera Pedragosa

Downloads: 9
Views: 467

Abstract

The article aims to identify the influence of co-creation on trust and loyalty in Personal Trainer services. A survey was conducted with 120 respondents. The statistical technique used was Structural Equation Modeling (SEM), by which the conceptual model was tested. The studies about the co-creation concept have been presenting a rise in publications, especially since the last decade. This rise results from the interest of different fields of knowledge. In the cocreative company, individuals participate with involvement in the company’s activities. The link well demonstrates the union of the two sides company/consumer, which results in increased trust and loyalty in their services. In the Personal Trainer’s field, in which he faces a constant transformation of his clients, using this tool is of fundamental importance for professional growth. The results show that co-creation has a positive influence on building a relationship of trust and loyalty between clients and service provider. Through this study we realized that cocreation when well introduced, results in increased trust, consequently, loyalty of Personal Trainer clients, because a planned relationship practice promotes greater customer perception of the service provided. Throughout the research, situations emerged that lead to future studies and demonstrate that the concept of co-creation contributes to increased customer trustworthiness and loyalty.

Keywords

Co-creation. Trust. Service and loyalty

References

Akrout, H., Diallo, M. F., Akrout, W., & Chandon, J. L. (2016). Affective trust in buyer-seller relationships: A twodimensional scale. Journal of Business and Industrial Marketing, 31(2), 260–273. https://doi.org/10.1108/JBIM-11-2014-0223

Albinsson, P. A., Perera, B. Y., & Sautter, P. T. (2016). DART scale development: Diagnosing a firm’s readiness for strategic value co-creation. Journal of Marketing Theory and Practice, 24(1), 42–58. https://doi.org/10.1080/10696679.2016.1089 763

Alhabeeb, M. J. (2007). On consumer trust and product loyalty. International Journal of Consumer Studies, 31(6), 609–612. https://doi.org/10.1111/j.1470-6431.2007.006 22.x

Amin, M., Isa, Z., & Fontaine, R. (2013). Islamic banks: Contrasting the drivers of customer satisfaction on image, trust, and loyalty of Muslim and non-Muslim customers in Malaysia. International Journal of Bank Marketing, 31(2), 79–97. https://doi.org/ 10.1108/02652321311298627

Anderson, L. A., & Dedrick, R. F. (1990). Development of the Trust in Physician scale: A measure to assess interpersonal trust in patient-physician relationships. Psychological Reports, 67(3 Suppl.), 1091–1100. https://doi.org/10.2466/pr0.1990.67.3f.1091

Becker, L. C. B., & Nagel, M. B. (2013). A relação entre os elementos da cocriação (DART) e confiança no contexto de serviços. Revista de Administração IMED, 3(1), 1–18. http://dx.doi.org/10.18256/2237-7956/raimed .v3n1p1-18

Becker, L. C. B., Santos, C. P., & Nagel, M. (2016). A relação entre os elementos da cocriação, satisfação e confiança no contexto de serviços. Revista Brasileira de Marketing, 15(2), 263–280. https://doi.org/10.5585/ remark.v15i2.3063

Bergamo, F., Giuliani, A., & Galli, L. (2011). Modelo de lealdade e retenção de alunos para instituições do ensino superior: Um estudo teórico com base no marketing de relacionamento. Brazilian Business Review, 8(2), 43–67. https://doi.org/10.15728/bbr.20 11.8.2.3

Bharadwaj, S. G., Varadarajan, P. R., & Fahy, J. (1993). Sustainable competitive advantage in service industries: A conceptual model and research propositions. Journal of Marketing, 57(4), 83–99. https://doi.org/10.1177/00222 4299305700407

Bobâlcă, C. S. (2013). Study of customers' loyalty: Dimensions and facets. Management and Marketing Journal, XI(1), 104–114. Recuperado de http://www.mnmk.ro/ documents/2013-01/8-14-1-13.pdf

Brambilla, F. R., Hantt, A. F., Meneghello, L. C., & Volmer, R. S. (2017). Cocriação e confiança percebida: Relações em um cenário de inovação disruptiva de serviço. Caderno Profissional de Marketing Unimep, 5(3), 75–88.

Butler, J. K. (1991). Toward understanding and measuring conditions of trust: Evolution of a conditions of trust inventory. Journal of Management, 17(3), 643–663. https://doi.org/ 10.1177/014920639101700307

Chai, L., & Pavlou, P. (2002). Customer Relationship Management.com: A crosscultural empirical investigation of electronic commerce. Americas Conference on Information Systems (AMCIS) 2002 Proceedings, 70, 483–491. Recuperado de https://aisel.aisnet.org/amcis2002/70

Chang, C. C., & Hung, J. S. (2018). The effects of service recovery and relational selling behavior on trust, satisfaction, and loyalty. International Journal of Bank Marketing, 36(7), 1437–1454. https://doi.org/10.1108/ IJBM-07-2017-0160

Cohen, M. M., Leocádio, C., & Jorge, M. J. (2018). Cocriação em saúde: Um levantamento sistemático da literatura. Revista Pensamento Contemporâneo em Administração, 12(3), 79–91. https://doi.org/ 10.12712/rpca.v12i3.13186

Correia, J. J. A., Silva, F. E. A., Silva, V., & Freitas, M. A. L. (2017). Psychology of economics in the analysis of consumer behavior. Revista Brasileira de Marketing, 16(2), 218–229. https://doi.org/10.5585/ remark.v16i2.3470

Cossío-Silva, F. J., Revilla-Camacho, M. Á., Vega-Vázquez, M., & Palacios-Florencio, B. (2016). Value co-creation and customer loyalty. Journal of Business Research, 69(5), 1621–1625. https://doi.org/10.1016/j.jbusres. 2015.10.028

Dantas, B. L. L., Leal, J. S., Peixoto, A. F., Mano, R. F., & Abreu, N. R. (2020). A cocriação de valor em estabelecimentos hoteleiros por meio do site TripAdvisor. Revista Brasileira de Administração Científica, 11(1), 161–176. https://doi.org/10.6008/cbpc2179-684x.2020. 001.0012

Delgado‐ Ballester, E., & Munuera‐ Alemán, J. L. (2001). Brand trust in the context of consumer loyalty. European Journal of Marketing, 2021, Vol. 11, e110010 16 Assis 35(11 –12), 1238–1258. https://doi.org/10. 1108/eum0000000006475

Delia, D., Hall, A., Prinz, T., & Billings, J. (2004). What matters to low-income patients in ambulatory care facilities? Medical Care Research and Review, 61(3), 352–375. https://doi.org/10.1177/1077558703257850

Devasirvatham, R. E. (2012). Modelling cocreation and its consequences: One step closer to customer-centric marketing (Doctoral dissertation). Auckland University of Technology, Auckland, Nova Zelândia. Recuperado de http://hdl.handle.net/10292/ 4710

Dick, A. S., & Basu, K. (1994). Customer loyalty: Toward an integrated conceptual framework. Journal of the Academy of Marketing Science, 22(2), 99–113. https://doi.org/ 10.1177/0092070394222001

Dollinger, M., Lodge, J., & Coates, H. (2018). Co-creation in higher education: Towards a conceptual model. Journal of Marketing for Higher Education, 28(2), 210–231. https://doi.org/10.1080/08841241.2018.1466 756

Franklin, D., & Marshall, R. (2019). Adding cocreation as an antecedent condition leading to trust in business-to-business relationships. Industrial Marketing Management, 77, 170– 181. https://doi.org/10.1016/j.indmarman. 2018.10.002

Frio, R. S., & Brasil, V. S. (2016). Comportamento de cocriação de valor do consumidor como antecedente da satisfação e lealdade. REGE – Revista de Gestão, 23(2), 135–147. https://doi.org/10.1016/j.rege.2015. 12.003

Furtado, R. P. (2009). Do fitness ao wellness: Os três estágios de desenvolvimento das academias de ginástica. Pensar a Prática, 12(1), 1–11. https://doi.org/10.5216/rpp.v12 i1.4862

Ganesan, S. (1994). Determinants of long-term orientation in buyer-seller relationships. Journal of Marketing, 58(2), 1–19. https://doi.org/10.1177/002224299405800201

Gee, R., Coates, G., & Nicholson, M. (2008). Understanding and profitably managing customer loyalty. Marketing Intelligence and Planning, 26(4), 359–374. https://doi.org/ 10.1108/02634500810879278

Grönroos, C. (2011). A service perspective on business relationships: The value creation, interaction and marketing interface. Industrial Marketing Management, 40(2), 240–247. https://doi.org/10.1016/j.indmarman.2010.06. 036

Hair, J. F., Jr., Black, W. C., Babin, B. J., Anderson, R. E., & Tatham, R. L. (2009). Análise multivariada de dados (6a ed.). Porto Alegre: Bookman.

Hair, J. F., Jr., Black, W. C., Babin, B. J., Anderson, R. E., & Tatham, R. L. (2010). Multivariate Data Analysis: A Global Perspective (7a ed.). Londres: Pearson Education.

Hardesty, D. M., & Bearden, W. O. (2009). Consumer behavior and retailing. Journal of Retailing, 85(3), 239–244. https://doi.org/ 10.1016/j.jretai.2009.07.002

Harris, L. C., & Goode, M. M. H. (2004). The four levels of loyalty and the pivotal role of trust: A study of online service dynamics. Journal of Retailing, 80(2), 139–158. https://doi.org/10.1016/j.jretai.2004.04.002

Hess, J. S. (1995). Construction and Assessment of a Scale to Measure Consumer Trust. In B. B. Stern & G. M. Zinkhan (Eds.), 1995 AMA Educator’s Proceedings, Vol. 6 (pp. 20–26). Chicago: American Marketing Association.

Hoyer, W. D., Chandy, R., Dorotic, M., Krafft, M., & Singh, S. S. (2010). Consumer cocreation in new product development. Journal of Service Research, 13(3), 283–296. https://doi.org/10.1177/1094670510375604

Huang, Y., & Wilkinson, I. F. (2013). The dynamics and evolution of trust in business relationships. Industrial Marketing Management, 42(3), 455–465. https://doi.org/ 10.1016/j.indmarman.2013.02.016

Iglesias, O., Markovic, S., Bagherzadeh, M., & Singh, J. J. (2020). Co-creation: A key link between corporate social responsibility, customer trust, and customer loyalty. Journal of Business Ethics, 163(1), 151–166. https://doi.org/10.1007/s10551-018-4015-y

Kandampully, J., & Suhartanto, D. (2000). Customer loyalty in the hotel industry: The role of customer satisfaction and image. International Journal of Contemporary Hospitality Management, 12(6), 346–351. https://doi.org/10.1108/09596110010342559

Karjaluoto, H., Jayawardhena, C., Leppäniemi, M., & Pihlström, M. (2012). How value and trust influence loyalty in wireless telecommunications industry. Telecommunications Policy, 36(8), 636–649. https://doi.org/10.1016/j.telpol.2012.04.012

Kotler, P., Kartajaya, H., & Setiawan, I. (2017). Marketing 4.0: Do tradicional para o digital. Rio de Janeiro: Sextante. 

Kursunluoglu, E. (2011). Customer service effects on customer satisfaction and customer loyalty: A field research in shopping centers in Izmir City - Turkey. International Journal of Business and Social Science, 2(17), 152– 161. https://doi.org/10.30845/ijbss

Larzelere, R. E., & Huston, T. L. (1980). The dyadic trust scale: Toward understanding interpersonal trust in close relationships. Journal of Marriage and the Family, 42(3), 595–604. https://doi.org/10.2307/351903

Lau, G. T., & Lee, S. H. (1999). Consumers’ trust in a brand and the link to brand loyalty. Journal of Market-Focused Management, 4(4), 341–370. https://doi.org/10.1023/A: 1009886520142

Lewis, J. D., & Weigert, A. J. (1985). Social atomism, holism, and trust. Sociological Quarterly, 26(4), 455–471. https://doi.org/10. 1111/j.1533-8525.1985.tb00238.x

Luo, N., Zhang, M., & Liu, W. (2015). The effects of value co-creation practices on building harmonious brand community and achieving brand loyalty on social media in China. Computers in Human Behavior, 48, 492–499. https://doi.org/10.1016/j.chb.2015.02.020

+Mathwick, C., Malhotra, N. K., & Rigdon, E. (2002). The effect of dynamic retail experiences on experiential perceptions of value: An Internet and catalog comparison. Journal of Retailing, 78(1), 51–60. https://doi. org/10.1016/S0022-4359(01)00066-5

McAllister, D. J. (1995). Affect - and cognition - based trust as foundations for interpersonal cooperation in organizations. Academy of Management Journal, 38(1), 24–59. https://doi.org/10.5465/256727

Morgan, R. M., & Hunt, S. D. (1994). The commitment-trust theory of relationship marketing. Journal of Marketing, 58(3), 20– 38. https://doi.org/10.1177/00222429940580 0302

Müller, R. R., Curth, M. O., Kerber, L. E. E., & Schmidt, S. (2021, Março). A influência da cocriação na confiança e lealdade nos serviços de academias. In 11º Congresso Brasileiro de Gestão Esportiva (pp. 57-58). Juiz de Fora: Universidade Federal de Juiz de Fora. Recuperado de https://cbge.org.br/wpcontent/uploads/2021/04/Anais-11-CBGE.pdf

Munuera-Alemán, J. L., Delgado-Ballester, E., & Yagüe-Guillén, M. J. (2003). Development and validation of a brand trust scale. International Journal of Market Research, 45(1), 1–18. https://doi.org/10.1177/14707 8530304500103

Murray, K. B. (1991). A test of services marketing theory: Consumer information acquisition activities. Journal of Marketing, 55(1), 10–25. https://doi.org/10.1177/002224299105500102

Ndubisi, N. O. (2006). Effect of gender on customer loyalty: A relationship marketing approach. Marketing Intelligence and Planning, 24(1), 48–61. https://doi.org/10. 1108/02634500610641552

Nguyen, N., & Leclerc, A. (2011). The effect of service employees’ competence on financial institutions’ image: Benevolence as a moderator variable. Journal of Services Marketing, 25(5), 349–360. https://doi.org/ 10.1108/08876041111149702

Oliver, R. L. (1999). Whence consumer loyalty? Journal of Marketing, 63(Suppl.). https://doi.org/10.2307/1252099

Oliver, R. L. (2014). Satisfaction: A Behavioral Perspective on the Consumer (2a ed.). Abingdon: Routledge.

Palazzi, C. A., Jr., & Cardoso, M. V. (2017). Fatores que impactam a intenção de compra do consumidor do serviço de personal trainer. PODIUM Sport, Leisure and Tourism Review, 6(4), 310–332. Recuperado de https://periodicos.uninove.br/podium/article/ view/9482/4226

Palmatier, R. W., Dant, R. P., Grewal, D., & Evans, K. R. (2006). Factors influencing the effectiveness of relationship marketing: A meta-analysis. Journal of Marketing, 70(4), 136–153. https://doi.org/10.1509/jmkg.70.4 .136

Parasuraman, A., & Grewal, D. (2000). The impact of technology on the quality-valueloyalty chain: A research agenda. Journal of the Academy of Marketing Science, 28(1), 168–174. https://doi.org/10.1177/00920703 00281015

Pavlou, P. A., & Fygenson, M. (2006). Understanding and predicting electronic commerce adoption: An extension of the theory of planned behavior. MIS Quarterly: Management Information Systems, 30(1), 115–143. https://doi.org/10.2307/25148720

Polo Peña, A. I., Frías Jamilena, D. M., & Rodríguez Molina, M. Á. (2014). Value cocreation via information and communications technology. Service Industries Journal, 34(13), 1043–1059. https://doi.org/10.1080/ 02642069.2014.939641

Prahalad, C. K., & Ramaswamy, V. (2004). Cocreation experiences: The next practice in value creation. Journal of Interactive Marketing, 18(3), 5–14. https://doi.org/10. 1002/dir.20015 2021, Vol. 11, e110010 18

Assis Rach mawati, I. K., Hidayatullah, S., Nuryanti, F., & Wulan, M. (2020). The effect of consumer confidence on the relationship between ease of use and quality of information on online purchasing decisions. International Journal of Scientific & Technology Research, 9(4), 774– 778. Recuperado de https://www.ijstr.org /paper-references.php?ref=IJSTR-0420-34789

Raiol, R. A. (2020). Estratégias para aumentar captação, retenção e diminuir a evasão de clientes em Academias. Recuperado de http://www.revista.universo.edu.br/index.php ?journal=gestaoesportiva&page=article&op= view&path%5B%5D=8450&path%5B%5D= 4215

Ramaswamy, V., & Ozcan, K. (2018). What is cocreation? An interactional creation framework and its implications for value creation. Journal of Business Research, 84, 196–205. https://doi.org/10.1016/j.jbusres. 2017.11.027

Randall, W. S., Gravier, M. J., & Prybutok, V. R. (2011). Connection, trust, and commitment: dimensions of co-creation? Journal of Strategic Marketing, 19(1), 3–24. https://doi. org/10.1080/0965254X.2010.537760

Revilla-Camacho, M. Á., Vega-Vázquez, M., & Cossío-Silva, F. J. (2015). Customer participation and citizenship behavior effects on turnover intention. Journal of Business Research, 68(7), 1607–1611. https://doi.org/ 10.1016/j.jbusres.2015.02.004

Ribeiro, H. C. M., Tavares, V. C. M, & Costa, B. K. (2016). Cocriação de valor: Uma bibliometria de 2000 a 2014. Revista Eletrônica de Estratégia & Negócios, 9(1), 118–151. https://doi.org/10.19177/reen.v9e 12016118-151

Santos, C. P., & Fernandes, D. V. H. (2008a). A recuperação de serviços como ferramenta de relacionamento e seu impacto na confiança e lealdade dos clientes. RAE Revista de Administração de Empresas, 48(1), 10–24. https://doi.org/10.1590/s0034-759020080001 00002

Santos, C. P., & Fernandes, D. V. H. (2008b). Antecedents and consequences of consumer trust in the context of service recovery. BAR - Brazilian Administration Review, 5(3), 225– 244. https://doi.org/10.1590/s1807-76922008 000300005

Servera-Francés, D., & Piqueras-Tomás, L. (2019). The effects of corporate social responsibility on consumer loyalty through consumer perceived value. Economic Research-Ekonomska Istrazivanja, 32(1), 66–84. https://doi.org/10.1080/1331677X.20 18.1547202

Sharma, N., & Patterson, P. G. (1999). The impact of communication effectiveness and service quality on relationship commitment in consumer, professional services. Journal of Services Marketing, 13(2), 151–170. https://doi.org/10.1108/08876049910266059

Sheth, J. N., Sisodia, R. S., & Sharma, A. (2000). The antecedents and consequences of customer-centric marketing. Journal of the Academy of Marketing Science, 28(1), 55–66. https://doi.org/10.1177/0092070300281006

Silva, E. G., Domingues, D. A. S., & Biazon, V. V. (2021). Comportamento do consumidor: Fatores que influenciam o poder de compra. Scientific Electronic Archives, 14(4), 52–59. https://doi.org/10.36560/14420211252

Singh, J., & Sirdeshmukh, D. (2000). Agency and trust mechanisms in consumer satisfaction and loyalty judgments. Journal of the Academy of Marketing Science, 28(1), 150–167. https://doi.org/10.1177/0092070300281014

Sirdeshmukh, D., Singh, J., & Sabol, B. (2002). Consumer trust, value, and loyalty in relational exchanges. Journal of Marketing, 66(1), 15–37. https://doi.org/10.1509/jmkg. 66.1.15.18449

Swift, P. E., & Hwang, A. (2013). The impact of affective and cognitive trust on knowledge sharing and organizational learning. Learning Organization, 20(1), 20–37. https://doi.org/ 10.1108/09696471311288500

Szymanski, D. M., & Hise, R. T. (2000). Esatisfaction: An initial examination. Journal of Retailing, 76(3), 309–322. https://doi.org/ 10.1016/S0022-4359(00)00035-X

Tschohl, J. (1994). Do yourself a favor: Gripe about bad service! American Salesman, 39(6), 3–5.

Vargo, S. L., & Lusch, R. F. (2004). Evolving to a new dominant logic for marketing. Journal of Marketing, 68(1), 1–17. https://doi.org/ 10.1509/jmkg.68.1.1.24036

Vargo, S. L., & Lusch, R. F. (2008). Servicedominant logic: Continuing the evolution. Journal of the Academy of Marketing Science, 36(1), 1–10. https://doi.org/ 10.1007/s11747-007-0069-6

Vargo, S. L., & Lusch, R. F. (2016). Institutions and axioms: An extension and update of service-dominant logic. Journal of the Academy of Marketing Science, 44(1), 5–23. https://doi.org/10.1007/s11747-015-0456-3 

Vega-Vazquez, M., Revilla-Camacho, M. Á., & Cossío-Silva, F. J. (2013). The value cocreation process as a determinant of customer satisfaction. Management Decision, 51(10), 1945–1953. https://doi.org/10.1108/MD-04- 2013-0227

Woratschek, H., Horbel, C., & Popp, B. (2020). Determining customer satisfaction and loyalty from a value co-creation perspective. Service Industries Journal, 40(11–12), 777– 799. https://doi.org/10.1080/02642069.2019. 1606213

Wu, J. J., & Chang, Y. S. (2006). Effect of transaction trust on e-commerce relationships between travel agencies. Tourism Management, 27(6), 1253–1261. https://doi.org/10.1016/j.tourman.2005.06.009

Yu, Y. T., & Dean, A. (2001). The contribution of emotional satisfaction to consumer loyalty. International Journal of Service Industry Management, 12(3), 234–250. https://doi.org/ 10.1108/09564230110393239

Zeithaml, V. A., Berry, L. L., & Parasuraman, A. (1996). The behavioral consequences of service quality. Journal of Marketing, 60(2), 31–46. https://doi.org/10.2307/1251929

Zeithaml, V. A., Parasuraman, A., & Malhotra, A. (2002). Service quality delivery through web sites: A critical review of extant knowledge. Journal of the Academy of Marketing Science, 30(4), 362–375. https://doi.org/ 10.1177/009207002236911

Zucker, L. G. (1986). Production of trust: Institutional sources of economic structure, 1840-1920. Research in Organizational Behavior, 8(1), 53–111.


Submitted date:
06/06/2022

Accepted date:
10/19/2022

6377c93ba9539508c052f832 rigd Articles
Links & Downloads

RIGD

Share this page
Page Sections