El efecto mediador de la cocreación de valor entre la interacción y el valor percibido: Una perspectiva del consumidor en restaurantes
DOI:
https://doi.org/10.5020/2318-0722.2025.31.e16619Palabras clave:
cocreación de valor, interacción personal, valor percebido, restauranteResumen
Esta investigación tuvo como objetivo analizar el papel mediador de la cocreación de valor en la relación entre la interacción personal y el valor percibido por los consumidores de restaurantes. El valor percibido fue evaluado en tres dimensiones — económica, individual y relacional —, y la cocreación de valor fue tratada como un constructo de segundo orden. La investigación adoptó un enfoque cuantitativo, con la aplicación de un cuestionario estructurado a 107 consumidores de restaurantes. El análisis de los datos se llevó a cabo mediante el software IBM SPSS Statistics y la macro PROCESS (Hayes, 2018). Los resultados indicaron que la interacción personal ejerce una influencia directa y significativa sobre la cocreación de valor, pero no presenta un efecto directo sobre las dimensiones del valor percibido. En la prueba de mediación, se observó que los efectos indirectos de la interacción personal sobre el valor percibido, mediados por la cocreación de valor, fueron estadísticamente significativos, mientras que los efectos directos permanecieron no significativos. Estos hallazgos refuerzan la perspectiva de la lógica dominante del servicio, según la cual el valor se cocrea en las interacciones entre consumidores y organizaciones, ofreciendo implicaciones teóricas y prácticas relevantes para la gestión de servicios en restaurantes.
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Este artículo es una traducción en English del artículo:
O efeito mediador da cocriação de valor entre a interação e o valor percebido: Uma perspectiva do consumidor em restaurantes
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Ahn, J., Lee, C.-K., Back, K.-J., & Schmitt, A. (2019). Brand experiential value for creating integrated resort customers’ co-creation behavior. International Journal of Hospitality Management, 81, 104–112. https://doi.org/10.1016/j.ijhm.2019.03.009
Anderson, J. C., & Narus, J. A. (1998). Business marketing: Understand what customers value. Harvard Business Review, 76(6), 53–67. https://hbr.org/1998/11/business-marketing-understand-what-customers-value
Arica, R., & Çorbacı, A. (2020). The mediating role of the tourists’ citizenship behavior between the value co-creation and satisfaction. Advances in Hospitality and Tourism Research, 8(1), 1–26. https://doi.org/10.30519/ahtr.649639
Bettencourt, L. A., Ostrom, A. L., Brown, S. W., & Roundtree, R. I. (2002). Client co-production in knowledge-intensive business services. California Management Review, 44(4), 100–128. https://doi.org/10.2307/41166145
Buonincontri, P., Morvillo, A., Okumus, F., & Van Niekerk, M. (2017). Managing the experience co-creation process in tourism destinations: Empirical findings from Naples. Tourism Management, 62, 264–277. https://doi.org/10.1016/j.tourman.2017.04.014
Busser, J. A., & Shulga, L. V. (2018). Co-created value: Multidimensional scale and nomological network. Tourism Management, 65, 69–86. https://doi.org/10.1016/j.tourman.2017.09.014
Camilleri, J., & Neuhofer, B. (2017). Value co-creation and co-destruction in the Airbnb sharing economy. International Journal of Contemporary Hospitality Management, 29(9), 2322–2340. https://doi.org/10.1108/IJCHM-09-2016-0492
Carù, A., & Cova, B. (2003). Revisiting consumption experience: A more humble but complete view of the concept. Marketing Theory, 3(2), 267–286. https://doi.org/10.1177/14705931030032004
Chan, K. W., Yim, C. K., & Lam, S. S. K. (2010). Is customer participation in value creation a double-edged sword? Evidence from professional financial services across cultures. Journal of Marketing, 74(3), 48–64. https://doi.org/10.1509/jmkg.74.3.048
Chen, S. C., & Raab, C. (2017). Construction and validation of the customer participation scale. Journal of Hospitality and Tourism Research, 41(2), 131–153. https://doi.org/10.1177/1096348014525631
Cronin, J. J., Jr., Brady, M. K., & Hult, G. T. M. (2000). Assessing the effects of quality, value, and customer satisfaction on consumer behavioral intentions in service environments. Journal of Retailing, 76(2), 193–218. https://doi.org/10.1016/S0022-4359(00)00028-2
Deng, W., Lu, C., Lin, Y., & Chen, W. (2021). A study on the effect of tourists’ value co-creation on the perceived value of souvenirs: Mediating role of psychological ownership and authenticity. Asia Pacific Journal of Tourism Research, 26(2), 200–214. https://doi.org/10.1080/10941665.2020.1763411
Euromonitor International. (2022). Consumer foodservice global industry overview. https://www.euromonitor.com/article/consumer-foodservice-industry-overview
Flores, J., & Vasquez-Parraga, A. Z. (2015). The impact of choice on co-produced customer value creation and satisfaction. Journal of Consumer Marketing, 32(1), 15–25. https://doi.org/10.1108/JCM-04-2014-0931
Grönroos, C. (2008). Service logic revisited: Who creates value? And who co‐creates? European Business Review, 20(4), 298–314. https://doi.org/10.1108/09555340810886585
Groth, M. (2005). Customers as good soldiers: Examining citizenship behaviors in internet service deliveries. Journal of Management, 31(1), 7–27. https://doi.org/10.1177/0149206304271375?urlappend=%3Futm_source%3Dresearchgate.net%26utm_medium%3Darticle
Hair, J. F., Jr. Hult, G. T. M., Ringle, C., & Sarstedt, M. (2022). A primer on partial least squares structural equation modeling (PLS-SEM) (3rd ed.). Sage.
Hayes, A. F. (2012). PROCESS: A versatile computational tool for observed variable mediation, moderation, and conditional process modeling. Guilford Press.
Hayes, A. F. (2018). Introduction to mediation, moderation, and conditional process analysis: A regression-based approach (2nd ed.). Guilford Press.
Huang, Y.-C., & Liu, C.-H. (2025). Exploring the value co-creation process from systematic and integrated analysis. Current Psychology, 44, 7376–7392. https://doi.org/10.1007/s12144-025-07718-x
Huber, F., Herrmann, A., & Morgan, R. E. (2001). Gaining competitive advantage through customer value-oriented management. Journal of Consumer Marketing, 18(1), 41–53. https://doi.org/10.1108/07363760110365796
Hussain, K., Jing, F., Junaid, M., Zaman, Q. U., & Shi, H. (2021). The role of co-creation experience in engaging cust
omers with service brands. Journal of Product & Brand Management, 30(1), 12–27. https://doi.org/10.1108/JPBM-08-2019-2537
Im, J., & Qu, H. (2017). Drivers and resources of customer co-creation: A scenario-based case in the restaurant industry. International Journal of Hospitality Management, 64, 31–40. https://doi.org/10.1016/j.ijhm.2017.03.007
Ind, N. (2013). Living the brand: How to transform every member of your organization into a brand champion. Kogan Page.
Junaid, M., & Hussain, K. (2016). Impact of brand personality, perceived quality and perceived value on brand love: Moderating role of emotional stability. Middle East Journal of Management, 3(4), 278–295. https://doi.org/10.1504/MEJM.2016.081082
Kim, E., Tang, L., & Bosselman, R. (2019). An accelerator for value co-creation at restaurants: The role of customers’ perceptions of innovativeness. Journal of Hospitality and Tourism Research, 44(7), 1042–1061.
Kim, E., & Tang, L. (2020). The role of customer behavior in forming perceived value at restaurants: A multidimensional approach. International Journal of Hospitality Management, 87, 1-11. https://doi.org/10.1016/j.ijhm.2020.102511
Lin, Z., & Wong, I. A. (2020). Co-creation of the hospitality brand experience: A triadic interaction model. Journal of Vacation Marketing, 26(4), 412–426. https://doi.org/10.1177/1356766720932361
Liu, Y., Tao, L., Li, Y., & El-Ansary, A. I. (2007). The impact of a distributor’s trust in a supplier and use of control mechanisms on relational value creation in marketing channels. Journal of Business & Industrial Marketing, 23(1), 12–22. https://doi.org/10.1108/08858620810841452
Lusch, R. F., Vargo, S. L., & O’Brien, M. (2007). Competing through service: Insights from service-dominant logic. Journal of Retailing, 83(1), 5–18. https://doi.org/10.1016/j.jretai.2006.10.002
Malhotra, N. K. (2008). Pesquisa de marketing: Uma orientação aplicada (5a ed.). Bookman.
Meuter, M. L., Bitner, M. J., Ostrom, A. L., & Brown, S. W. (2005). Choosing among alternative service delivery modes: An investigation of customer trial of self-service technologies. Journal of Marketing, 69(2), 61–83. https://doi.org/10.1509/jmkg.69.2.61.60759
Navarro, S., Llinares, C., & Garzón, D. (2016). Exploring the relationship between co-creation and satisfaction using QCA. Journal of Business Research, 69(4), 1336–1339. https://doi.org/10.1016/j.jbusres.2015.10.103
Patrício, L., Fisk, R. P., Cunha, J. F., & Constantine, L. (2011). Multilevel service design: From customer value constellation to service experience blueprinting. Journal of Service Research, 14(2), 180–200. https://doi.org/10.1177/1094670511401901
Phi, G., & Dredge, D. (2019). Critical issues in tourism co-creation. Tourism Recreation Research, 44(3), 281–283. https://doi.org/10.1080/02508281.2019.1640492
Prahalad, C. K., & Ramaswamy, V. (2004). Co-creation experiences: The next practice in value creation. Journal of Interactive Marketing, 18(3), 5–14. https://doi.org/10.1002/dir.20015
Prebensen, N. K., & Xie, J. (2017). Efficacy of co-creation and mastering on perceived value and satisfaction in tourists’ consumption. Tourism Management, 60, 166–176. https://doi.org/10.1016/j.tourman.2016.12.001
Ribeiro, T. L. S., Costa, B. K., & Freire, O. B. L. (2021). Cocriação de valor no turismo: Validação e replicação de escala em relação à intenção de recomendação boca a boca. Revista Brasileira de Pesquisa em Turismo, 15(2), 1-17. https://doi.org/10.7784/rbtur.v15i2.1924
Ribeiro, T. L. S., Costa, B. K., Ferreira, M. P., & Freire, O. B. L. (2023). Value co-creation in tourism and hospitality: A systematic literature review. European Management Journal, 41(4), 507–523. https://doi.org/10.1016/j.emj.2022.12.001
Rodie, A. R., & Kleine, S. S. (2000). Customer participation in service production and delivery. In T. A. Swartz, & D. Iacobucci (Eds.), Handbook of services marketing and management (pp. 111–125). Sage.
Roggeveen, A. L., Tsiros, M., & Grewal, D. (2012). Understanding the co-creation effect: When does collaborating with customers provide a lift to service recovery? Journal of the Academy of Marketing Science, 40(6), 771–790.
Ros, M., Schwartz, S. H., & Surkiss, S. (1999). Basic individual values, work values, and the meaning of work. Applied Psychology, 48(1), 49–71. https://doi.org/10.1111/j.1464-0597.1999.tb00048.x
Shulga, L. V., Busser, J. A., & Bai, B. (2018). Factors affecting willingness to participate in consumer-generated advertisement. International Journal of Hospitality Management, 74, 214–223. https://doi.org/10.1016/j.ijhm.2018.05.004
Silpakit, P., & Fisk, R. P. (1985). Participatizing the service encounter: A theoretical framework. In T. M. Bloch, G. D. Upah, & V. A. Zeithaml (Eds.), Services marketing in a changing environment (pp. 117–121). American Marketing Association.
So, K. K. F., Li, X. R., & Kim, H. (2020). A decade of customer engagement research in hospitality and tourism: A systematic review and research agenda. Journal of Hospitality and Tourism Research, 44(2), 178–200. https://doi.org/10.1177/1096348019895562
Torres, E. N., Lugosi, P., Orlowski, M., & Ronzoni, G. (2018). Consumer-led experience customization: A socio-spatial approach. Journal of Service Management, 29(2), 206–229. https://doi.org/10.1108/JOSM-06-2017-0135
United Nations World Tourism Organization. (2021). Tourism and gastronomy: Drivers of sustainable development.
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
Xie, L., Li, D., & Keh, H. T. (2020). Customer participation and well-being: The roles of service experience, customer empowerment, and social support. Journal of Service Theory and Practice, 30(6), 557–584. https://doi.org/10.1108/JSTP-11-2019-0228
Yi, Y., & Gong, T. (2013). Customer value co-creation behavior: Scale development and validation. Journal of Business Research, 66(9), 1279–1284. https://doi.org/10.1016/j.jbusres.2012.02.026
Yuliawati, A. A. (2024). The implementation of value co-creation in the food industry. International Research Journal of Business Studies, 16(3), 299–314. https://doi.org/10.21632/irjbs.16.3.299-314
Zeithaml, V. A. (1988). Consumer perceptions of price, quality, and value: A means-end model and synthesis of evidence. Journal of Marketing, 52(3), 2–22. https://doi.org/10.2307/1251446
Zhao, X., Lynch, J. G., Jr., & Chen, Q. (2010). Reconsidering Baron and Kenny: Myths and truths about mediation analysis. Journal of Consumer Research, 37(2), 197–206. https://doi.org/10.1086/651257
Anderson, J. C., & Narus, J. A. (1998). Business marketing: Understand what customers value. Harvard Business Review, 76(6), 53–67. https://hbr.org/1998/11/business-marketing-understand-what-customers-value
Arica, R., & Çorbacı, A. (2020). The mediating role of the tourists’ citizenship behavior between the value co-creation and satisfaction. Advances in Hospitality and Tourism Research, 8(1), 1–26. https://doi.org/10.30519/ahtr.649639
Bettencourt, L. A., Ostrom, A. L., Brown, S. W., & Roundtree, R. I. (2002). Client co-production in knowledge-intensive business services. California Management Review, 44(4), 100–128. https://doi.org/10.2307/41166145
Buonincontri, P., Morvillo, A., Okumus, F., & Van Niekerk, M. (2017). Managing the experience co-creation process in tourism destinations: Empirical findings from Naples. Tourism Management, 62, 264–277. https://doi.org/10.1016/j.tourman.2017.04.014
Busser, J. A., & Shulga, L. V. (2018). Co-created value: Multidimensional scale and nomological network. Tourism Management, 65, 69–86. https://doi.org/10.1016/j.tourman.2017.09.014
Camilleri, J., & Neuhofer, B. (2017). Value co-creation and co-destruction in the Airbnb sharing economy. International Journal of Contemporary Hospitality Management, 29(9), 2322–2340. https://doi.org/10.1108/IJCHM-09-2016-0492
Carù, A., & Cova, B. (2003). Revisiting consumption experience: A more humble but complete view of the concept. Marketing Theory, 3(2), 267–286. https://doi.org/10.1177/14705931030032004
Chan, K. W., Yim, C. K., & Lam, S. S. K. (2010). Is customer participation in value creation a double-edged sword? Evidence from professional financial services across cultures. Journal of Marketing, 74(3), 48–64. https://doi.org/10.1509/jmkg.74.3.048
Chen, S. C., & Raab, C. (2017). Construction and validation of the customer participation scale. Journal of Hospitality and Tourism Research, 41(2), 131–153. https://doi.org/10.1177/1096348014525631
Cronin, J. J., Jr., Brady, M. K., & Hult, G. T. M. (2000). Assessing the effects of quality, value, and customer satisfaction on consumer behavioral intentions in service environments. Journal of Retailing, 76(2), 193–218. https://doi.org/10.1016/S0022-4359(00)00028-2
Deng, W., Lu, C., Lin, Y., & Chen, W. (2021). A study on the effect of tourists’ value co-creation on the perceived value of souvenirs: Mediating role of psychological ownership and authenticity. Asia Pacific Journal of Tourism Research, 26(2), 200–214. https://doi.org/10.1080/10941665.2020.1763411
Euromonitor International. (2022). Consumer foodservice global industry overview. https://www.euromonitor.com/article/consumer-foodservice-industry-overview
Flores, J., & Vasquez-Parraga, A. Z. (2015). The impact of choice on co-produced customer value creation and satisfaction. Journal of Consumer Marketing, 32(1), 15–25. https://doi.org/10.1108/JCM-04-2014-0931
Grönroos, C. (2008). Service logic revisited: Who creates value? And who co‐creates? European Business Review, 20(4), 298–314. https://doi.org/10.1108/09555340810886585
Groth, M. (2005). Customers as good soldiers: Examining citizenship behaviors in internet service deliveries. Journal of Management, 31(1), 7–27. https://doi.org/10.1177/0149206304271375?urlappend=%3Futm_source%3Dresearchgate.net%26utm_medium%3Darticle
Hair, J. F., Jr. Hult, G. T. M., Ringle, C., & Sarstedt, M. (2022). A primer on partial least squares structural equation modeling (PLS-SEM) (3rd ed.). Sage.
Hayes, A. F. (2012). PROCESS: A versatile computational tool for observed variable mediation, moderation, and conditional process modeling. Guilford Press.
Hayes, A. F. (2018). Introduction to mediation, moderation, and conditional process analysis: A regression-based approach (2nd ed.). Guilford Press.
Huang, Y.-C., & Liu, C.-H. (2025). Exploring the value co-creation process from systematic and integrated analysis. Current Psychology, 44, 7376–7392. https://doi.org/10.1007/s12144-025-07718-x
Huber, F., Herrmann, A., & Morgan, R. E. (2001). Gaining competitive advantage through customer value-oriented management. Journal of Consumer Marketing, 18(1), 41–53. https://doi.org/10.1108/07363760110365796
Hussain, K., Jing, F., Junaid, M., Zaman, Q. U., & Shi, H. (2021). The role of co-creation experience in engaging cust
omers with service brands. Journal of Product & Brand Management, 30(1), 12–27. https://doi.org/10.1108/JPBM-08-2019-2537
Im, J., & Qu, H. (2017). Drivers and resources of customer co-creation: A scenario-based case in the restaurant industry. International Journal of Hospitality Management, 64, 31–40. https://doi.org/10.1016/j.ijhm.2017.03.007
Ind, N. (2013). Living the brand: How to transform every member of your organization into a brand champion. Kogan Page.
Junaid, M., & Hussain, K. (2016). Impact of brand personality, perceived quality and perceived value on brand love: Moderating role of emotional stability. Middle East Journal of Management, 3(4), 278–295. https://doi.org/10.1504/MEJM.2016.081082
Kim, E., Tang, L., & Bosselman, R. (2019). An accelerator for value co-creation at restaurants: The role of customers’ perceptions of innovativeness. Journal of Hospitality and Tourism Research, 44(7), 1042–1061.
Kim, E., & Tang, L. (2020). The role of customer behavior in forming perceived value at restaurants: A multidimensional approach. International Journal of Hospitality Management, 87, 1-11. https://doi.org/10.1016/j.ijhm.2020.102511
Lin, Z., & Wong, I. A. (2020). Co-creation of the hospitality brand experience: A triadic interaction model. Journal of Vacation Marketing, 26(4), 412–426. https://doi.org/10.1177/1356766720932361
Liu, Y., Tao, L., Li, Y., & El-Ansary, A. I. (2007). The impact of a distributor’s trust in a supplier and use of control mechanisms on relational value creation in marketing channels. Journal of Business & Industrial Marketing, 23(1), 12–22. https://doi.org/10.1108/08858620810841452
Lusch, R. F., Vargo, S. L., & O’Brien, M. (2007). Competing through service: Insights from service-dominant logic. Journal of Retailing, 83(1), 5–18. https://doi.org/10.1016/j.jretai.2006.10.002
Malhotra, N. K. (2008). Pesquisa de marketing: Uma orientação aplicada (5a ed.). Bookman.
Meuter, M. L., Bitner, M. J., Ostrom, A. L., & Brown, S. W. (2005). Choosing among alternative service delivery modes: An investigation of customer trial of self-service technologies. Journal of Marketing, 69(2), 61–83. https://doi.org/10.1509/jmkg.69.2.61.60759
Navarro, S., Llinares, C., & Garzón, D. (2016). Exploring the relationship between co-creation and satisfaction using QCA. Journal of Business Research, 69(4), 1336–1339. https://doi.org/10.1016/j.jbusres.2015.10.103
Patrício, L., Fisk, R. P., Cunha, J. F., & Constantine, L. (2011). Multilevel service design: From customer value constellation to service experience blueprinting. Journal of Service Research, 14(2), 180–200. https://doi.org/10.1177/1094670511401901
Phi, G., & Dredge, D. (2019). Critical issues in tourism co-creation. Tourism Recreation Research, 44(3), 281–283. https://doi.org/10.1080/02508281.2019.1640492
Prahalad, C. K., & Ramaswamy, V. (2004). Co-creation experiences: The next practice in value creation. Journal of Interactive Marketing, 18(3), 5–14. https://doi.org/10.1002/dir.20015
Prebensen, N. K., & Xie, J. (2017). Efficacy of co-creation and mastering on perceived value and satisfaction in tourists’ consumption. Tourism Management, 60, 166–176. https://doi.org/10.1016/j.tourman.2016.12.001
Ribeiro, T. L. S., Costa, B. K., & Freire, O. B. L. (2021). Cocriação de valor no turismo: Validação e replicação de escala em relação à intenção de recomendação boca a boca. Revista Brasileira de Pesquisa em Turismo, 15(2), 1-17. https://doi.org/10.7784/rbtur.v15i2.1924
Ribeiro, T. L. S., Costa, B. K., Ferreira, M. P., & Freire, O. B. L. (2023). Value co-creation in tourism and hospitality: A systematic literature review. European Management Journal, 41(4), 507–523. https://doi.org/10.1016/j.emj.2022.12.001
Rodie, A. R., & Kleine, S. S. (2000). Customer participation in service production and delivery. In T. A. Swartz, & D. Iacobucci (Eds.), Handbook of services marketing and management (pp. 111–125). Sage.
Roggeveen, A. L., Tsiros, M., & Grewal, D. (2012). Understanding the co-creation effect: When does collaborating with customers provide a lift to service recovery? Journal of the Academy of Marketing Science, 40(6), 771–790.
Ros, M., Schwartz, S. H., & Surkiss, S. (1999). Basic individual values, work values, and the meaning of work. Applied Psychology, 48(1), 49–71. https://doi.org/10.1111/j.1464-0597.1999.tb00048.x
Shulga, L. V., Busser, J. A., & Bai, B. (2018). Factors affecting willingness to participate in consumer-generated advertisement. International Journal of Hospitality Management, 74, 214–223. https://doi.org/10.1016/j.ijhm.2018.05.004
Silpakit, P., & Fisk, R. P. (1985). Participatizing the service encounter: A theoretical framework. In T. M. Bloch, G. D. Upah, & V. A. Zeithaml (Eds.), Services marketing in a changing environment (pp. 117–121). American Marketing Association.
So, K. K. F., Li, X. R., & Kim, H. (2020). A decade of customer engagement research in hospitality and tourism: A systematic review and research agenda. Journal of Hospitality and Tourism Research, 44(2), 178–200. https://doi.org/10.1177/1096348019895562
Torres, E. N., Lugosi, P., Orlowski, M., & Ronzoni, G. (2018). Consumer-led experience customization: A socio-spatial approach. Journal of Service Management, 29(2), 206–229. https://doi.org/10.1108/JOSM-06-2017-0135
United Nations World Tourism Organization. (2021). Tourism and gastronomy: Drivers of sustainable development.
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
Xie, L., Li, D., & Keh, H. T. (2020). Customer participation and well-being: The roles of service experience, customer empowerment, and social support. Journal of Service Theory and Practice, 30(6), 557–584. https://doi.org/10.1108/JSTP-11-2019-0228
Yi, Y., & Gong, T. (2013). Customer value co-creation behavior: Scale development and validation. Journal of Business Research, 66(9), 1279–1284. https://doi.org/10.1016/j.jbusres.2012.02.026
Yuliawati, A. A. (2024). The implementation of value co-creation in the food industry. International Research Journal of Business Studies, 16(3), 299–314. https://doi.org/10.21632/irjbs.16.3.299-314
Zeithaml, V. A. (1988). Consumer perceptions of price, quality, and value: A means-end model and synthesis of evidence. Journal of Marketing, 52(3), 2–22. https://doi.org/10.2307/1251446
Zhao, X., Lynch, J. G., Jr., & Chen, Q. (2010). Reconsidering Baron and Kenny: Myths and truths about mediation analysis. Journal of Consumer Research, 37(2), 197–206. https://doi.org/10.1086/651257
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2025-11-30
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ALMEIDA, Gabrielly Ribeiro; VIANA, Lílian Carolina; RIBEIRO, Thiago de Luca Santana; MESQUITA, Eduardo. El efecto mediador de la cocreación de valor entre la interacción y el valor percibido: Una perspectiva del consumidor en restaurantes. Revista de Ciencias Administrativas, [S. l.], v. 31, p. 1–16, 2025. DOI: 10.5020/2318-0722.2025.31.e16619. Disponível em: https://ojs.unifor.br/rca/article/view/16619. Acesso em: 30 abr. 2026.
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A instituição e/ou qualquer dos organismos editoriais desta publicação NÃO SE RESPONSABILIZAM pelas opiniões, ideias e conceitos emitidos nos textos, por serem de inteira responsabilidade de seus autores
