If you like to co-create, do you like to be empowered? Co-creation of clients and their preferences for empowerment
DOI:
https://doi.org/10.51359/2526-7884.2018.15184Keywords:
co-creation, consumer empowerment, service sector.Abstract
This paper aimed to verify if there are any differences between groups of consumers (considering their preferences towards co-creation) regarding which companies they prefer (those who empower their clients versus those that do not). In order to achieve this goal, a survey was conducted to measure clients’ cocreation behavior and their preferences for businesses that empower their clients. The research was conducted with gyms’ consumers, because this type of business allows cocreation and consumer empowerment. Data was analyzed through factorial analysis, t tests and logistic regression. Results evidence that consumers’ cocreation behavior does not affect their preferences by type of business.References
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