Motivadores da Participação do Consumidor no Desenvolvimento de Novos Serviços e o Efeito Moderador da Autoeficácia

Autores

  • Bruna Silva de Melo
  • Cláudio Damacena PUCRS

DOI:

https://doi.org/10.20397/2177-6652/2015.v15i1.694

Palavras-chave:

Inovação, Participação do cliente, Motivações, Moderação, Autoeficácia

Resumo

A inovação se destaca como importante fenômeno e torna-se fundamental, sobretudo como vantagem competitiva para as organizações. Nesse âmbito, compreende-se o papel que o cliente ocupa dentro dos processos da inovação, e a partir de sua presença, a percepção dos benefícios e vantagens. Pesquisas relacionadas às motivações relatam quais conduziriam os clientes à maior participação.  Salientam-se ainda alguns fatores que poderiam estar relacionados com as motivações dos clientes de forma a potencializar os efeitos sobre a participação. O estudo avaliou o efeito da autoeficácia como moderadora das motivações dos clientes em relação a sua participação em atividades de inovação. Assim, 359 questionários foram obtidos junto a clientes de duas empresas distintas. Os resultados evidenciaram que o efeito direto das motivações sobre a participação é significativo, bem como no efeito direto da autoeficácia. Entretanto, como moderadora, a autoeficácia não apresentou resultado significativo. Apresentam-se discussões e conclusões acerca dos resultados.

Biografia do Autor

Bruna Silva de Melo

Mestre em Administração e Negócios na Pontifícia Universidade Católica do Rio Grande do Sul (PUCRS), com aperfeiçoamento na linha de pesquisa de Marketing. Trabalha com projetos de pesquisa sobre Inovação com Participação do Consumidor no desenvolvimento de novos produtos e serviço e Inovação em Modelos de Negócios.

Cláudio Damacena, PUCRS

Bacharel em Economia, especialista em Marketing e em Administração Financeira pela UNISINOS. Doutor em Ciências Econômicas e Empresariais pela Universidade de Córdoba (Espanha). Professor do PPGA da UNISINOS durante o período de 2000 a 2010. Professor do PPGAd da PUCRS deste 2011. Interesses de pesquisa: cocriação de valor; inovação em serviços com a participação do consumidor; influência social e propensão do consumidor em participar em processos de desenvolvimento de novos produtos/serviços.

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Publicado

2015-04-28

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Melo, B. S. de, & Damacena, C. (2015). Motivadores da Participação do Consumidor no Desenvolvimento de Novos Serviços e o Efeito Moderador da Autoeficácia. Revista Gestão & Tecnologia, 15(1), 68–100. https://doi.org/10.20397/2177-6652/2015.v15i1.694

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