Banca de DEFESA: Abner Santos Belém

Uma banca de DEFESA de MESTRADO foi cadastrada pelo programa.
STUDENT : Abner Santos Belém
DATE: 28/06/2023
TIME: 17:00
LOCAL: PPGA
TITLE:

The Manifestation of Co-creation and Co-destruction of Value in the Customer Perception of Fintech and Its Relationship with Their Personality Traits

KEY WORDS:

 value co-creation, value co-destruction, personality traits, fintechs, consumer behavior

PAGES: 171
BIG AREA: Ciências Sociais Aplicadas
AREA: Administração
SUMMARY:

With the emergence of fintech companies in the financial sector, a new era has arisen for banks. In this context, the survival of these new companies becomes an intense challenge, necessitating a search for new paths for the development of their innovative business models. This involves creating an enhanced customer experience and adopting more participative approaches that result in the transformation of services and the creation of value through co-creation (value cocreation - VCC). However, these participative strategies do not always unfold as planned, often yielding negative results for either or both parties involved (customer and company), leading to value co-destruction (VCD). Consequently, customers who actively engage in service relationships with a company can create value by exhibiting expected traits and behaviors that facilitate the integration of resources. Conversely, they can destroy value when they fail to demonstrate the expected set of traits and behaviors. Analyzing the literature on this subject reveals a scarcity of quantitative research on the VCC and VCD behaviors of service customers/users and their relationship with personality traits. Therefore, this study examined the relationship between customers' personality traits and value co-creation and value codestruction in the context of fintech services. To achieve this, a quantitative, descriptive, and exploratory study was conducted, which involved the development of a data collection instrument. This instrument consisted of adapting scales already developed by authors Ogunbodede et al. (2022), Yi and Gong (2013), and Rammstedt and John (2007) to the study's reality. By applying this instrument in the form of an online questionnaire, 381 responses were collected from customers who regularly use Brazilian fintech services. Through the analysis of this data, employing exploratory factor analysis (EFA), confirmatory factor analysis (CFA), and structural equation modeling (SEM), it was possible to validate the developed model, test five proposed hypotheses, and achieve the general and specific objectives of this dissertation. Finally, conclusions, limitations, and suggestions for future research in the field of service marketing were formulated, providing a deeper understanding of the relationship between personality traits, value co-creation, and value co-destruction in the context of fintechs.

BANKING MEMBERS:
Interna - 2100944 - ELUIZA ALBERTO DE MORAIS WATANABE
Presidente - 1228109 - JOSIVANIA SILVA FARIAS
Interno - 1856618 - KARIM MARINI THOME
Externo à Instituição - RICARDO TEIXEIRA VEIGA - UFMG