DOES CO-CREATION AND CO-PRODUCTION CREATE VALUE AND CUSTOMER SATISFACTION? ANALYSIS ON THE PERCEPTION OF FINANCIAL INSTITUTIONS' CLIENTS

Study purpose: To analyze the effects of co-production and co-creation on value co-creation and on the satisfaction of financial services' consumers. Methodology/Approach: We used structural equations modeling [SEM] for the empirical assessment of the theoretical model based on SDL: value stems from interaction in co-production or co-creation (Vargo & Lusch, 2004), and engagement in co-creation and co-production, which have positive effects on value creation (Prahalad & Ramaswamy, 2000, 2004; Vargo & Lusch, 2004), and satisfaction (Williams & Naumann, 2011). Main findings: The model showed statistical results close to acceptable values (Hair et al., 2009), but not sufficient to affirm that there is an effect of coproduction and cocreation on co-created value and on customer satisfaction. There is correlation between the variables of co-production and co-creation, but the low explanatory power requires adjustments to the model or a review of the constructs. Theoretical/methodological contributions: We highlight the relationship between co-production and co-creation, since the model extends knowledge about their constructs applied to the financial context, with categories and modeling proposition, by refining the ideas of co-production, co-creation, value co-creation, and perceived value. Relevance/originality: The study builds parameters for measuring co-created value in co-creation and co-production of services, and shows that customers of financial services co-produce or co-create as an extension of the supplier, not of the customer. Keywords: Co-creation and Co-production. Value Co-creation. Satisfaction. Financial Services.