O efeito mediador da cocriação de valor entre a interação e o valor percebido: Uma perspectiva do consumidor em restaurantes

Gabrielly Ribeiro Almeida; Lílian Carolina Viana; Thiago de Luca Santana Ribeiro; Eduardo Mesquita

doi:10.5020/2318-0722.2025.31.e14982

Autores

Gabrielly Ribeiro Almeida Instituto Federal de Educação, Ciência e Tecnologia, Caraguatatuba, São Paulo, Brasil https://orcid.org/0009-0005-0057-2310
Lílian Carolina Viana Universidade Federal de São Carlos, Sorocaba, São Paulo, Brasil https://orcid.org/0000-0002-6352-9708
Thiago de Luca Santana Ribeiro Faculdade de Tecnologia do Estado de São Paulo, São Paulo, Brasil https://orcid.org/0000-0003-1638-630X
Eduardo Mesquita Escola Superior de Propaganda e Marketing - ESPM, São Paulo, SP, Brasil https://orcid.org/0000-0003-0331-7401

DOI:

https://doi.org/10.5020/2318-0722.2025.31.e14982

Palavras-chave:

cocriação de valor, interação pessoal, valor percebido, restaurante

Resumo

Esta pesquisa teve como objetivo analisar o papel mediador da cocriação de valor na relação entre a interação pessoal e o valor percebido pelos consumidores de restaurantes. O valor percebido foi avaliado em três dimensões – econômica, individual e relacional –, e a cocriação de valor foi tratada como um construto de segunda ordem. A pesquisa utilizou uma abordagem quantitativa, com aplicação de questionário estruturado a 107 consumidores de restaurantes. A análise dos dados foi conduzida por meio do software IBM SPSS Statistics e da macro PROCESS (Hayes, 2018). Os resultados indicaram que a interação pessoal exerce influência direta e significativa sobre a cocriação de valor, mas não apresenta efeito direto sobre as dimensões do valor percebido. No teste de mediação, observou-se que os efeitos indiretos da interação pessoal sobre o valor percebido, mediados pela cocriação de valor, foram estatisticamente significativos, enquanto os efeitos diretos permaneceram não significativos. Esses achados reforçam a perspectiva da lógica dominante do serviço, segundo a qual o valor é cocriado nas interações entre consumidores e organizações, oferecendo implicações teóricas e práticas relevantes para a gestão de serviços em restaurantes.

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Biografia do Autor

Gabrielly Ribeiro Almeida, Instituto Federal de Educação, Ciência e Tecnologia, Caraguatatuba, São Paulo, Brasil

Graduada em Processos Gerenciais, com conhecimentos nas áreas de marketing e finanças.

Lílian Carolina Viana, Universidade Federal de São Carlos, Sorocaba, São Paulo, Brasil

Bacharel, Mestre e Doutora em Administração (Unicamp). Atualmente é professora no Departamento de Administração, vinculado ao Centro de Ciências em Gestão e Tecnologia (CCGT) da UFSCar.

Thiago de Luca Santana Ribeiro, Faculdade de Tecnologia do Estado de São Paulo, São Paulo, Brasil

Doutor em Administração pela Universidade Nove de Julho (2022). Mestre em Administração pela Universidade Nove de julho (2018). Especialista em Logística e Supply Chain (MBA) pela Faculdade Metropolitana Unidada (2016). Graduado em Administração pela Faculdade São Sebastião (2014). Atualmente é professor permanente de Gestão e Negócios da Faculdade de Tecnologia do Estado de São Paulo (FATEC) e consultor de dados e Business Intelligence da empresa Mkt4edu. É autor do livro "Administração sob a Ótica dos concursos" (2016).É pesquisador com centenas de artigos publicados em congressos e periódicos nacionais e internacionais, tendo como foco principal de pesquisa a Cocriação de Valor. Suas pesquisas são publicadas nos campos da Gestão, Negócios, Logistica e Turismo.

Eduardo Mesquita, Escola Superior de Propaganda e Marketing - ESPM, São Paulo, SP, Brasil

Professor da ESPM – Escola Superior de Propaganda e Marketing, atuando no PPGA (Programa de Pós-Graduação em Administração) e lecionando Branding no LifeLab. É Coordenador de Pesquisa do CEAM – Centro de Estudos Aplicados de Marketing. Pós-doutor em Comportamento do Consumidor pela ESPM, e Doutor e Mestre em Administração, com ênfase em Marketing, pela Universidade Nove de Julho.

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