A Perceived-Control Based Model to Understanding the Effects of Co-Production on Satisfaction
| Autor | Natália Araujo Pacheco - Renaud Lunardo - Cristiane Pizzutti dos Santos |
| Cargo | Universidade Federal do Rio Grande do Sul, UFRGS - Bordeaux Ecole de Management, BEM - Universidade Federal do Rio Grande do Sul, UFRGS |
Available online at
http://www.anpad.org.br/bar
BAR, Rio de Janeiro, v. 10, n. 2, art. 6,
pp. 219-238, Apr./June 2013
A Perceived-Control Based Model to Understanding the Effects of
Co-Production on Satisfaction
Natália Araujo Pacheco
E-mail address: natipa@brturbo.com.br
Universidade Federal do Rio Grande do Sul – UFRGS
UFRGS, Rua Washington Luis, 855, Porto Alegre, RS, 90010-460, Brazil.
Renaud Lunardo
E-mail address: renaud.lunardo@bem.edu
Bordeaux Ecole de Management - BEM
Bordeaux Ecole de Management (BEM), 680 Cours de la Libération, 33405, Talence, Cedex, France.
Cristiane Pizzutti dos Santos
E-mail address: cpsantos@ea.ufrgs.br
Universidade Federal do Rio Grande do Sul - UFRGS
UFRGS, Rua Washington Luis, 855, Porto Alegre, RS, 90010-460, Brazil.
Received 11 May 2012; received in revised form 15 November 2012; accepted 21 February 2013;
published online 1st April 2013.
N. A. Pacheco, R. Lunardo, C. P. dos Santos 220
BAR, Rio de Janeiro, v. 10, n. 2, art. 6, pp. 219-238, Apr./June 2013 www.anpad.org.br/b ar
Abstract
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 pro duct 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 fir ms 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 positivel y affects
customer’s satisfactio n through the mediating effect of perceived control. Information gain and refund choice,
representing cognitive and decisional controls respectively, also enhance c ustomers’ perceived control.
Key words: co-production; perceived control; information; refund choice; satisfactio n.
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