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Customer Value Co-creation Behavior in Times of COVID-19: The Case of the Mexican Food Service Delivery Ecosystem
Comportamiento de cocreación de valor del cliente en tiempos de COVID-19: el caso del ecosistema de servicios de entrega de alimentos en México
comportamento de cocriação de valor do cliente em tempos de covid-19: o caso do ecossistema mexicano de serviços de entrega de alimentos
DOI:
https://doi.org/10.15446/innovar.v32n86.104664Palabras clave:
Customer value co-creation behavior, food service delivery, SD-logic, service ecosystem, SEM (en)comportamento de cocriação de valor para o cliente, entrega de serviços de alimentos, lógica SD, ecossistema de serviços, SEM (pt)
comportamiento de cocreación de valor con el cliente, entrega de servicios de alimentos, SD-logic, ecosistema de servicios, SEM (es)
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The global pandemic caused by covid-19 forced many countries worldwide to establish severe restrictions on mobility and access to numerous services. Mexico was no exception, and especially food service underwent radical changes that forced businesses to move into or expand food service delivery. Not only organizations suffered this abrupt change, but customers also had to venture into this modality, which was unknown or barely explored for many. Faced with this scenario, organizations showed a lack of knowledge about the customer role that positively contributes to the joint achievement of the expected benefits during the value exchange. This research aims to verify if Customer Participation Behavior (cpb) and Customer Citizenship Behavior (ccb) are related to Customer Value Co-creation Behavior (cvcb) generation in the Mexican food service delivery ecosystem. Through a quantitative research, online surveys based on the cvcb scale of Yi and Gong (2013) were applied. Besides, a hierarchical component modeling is used as a statistical instrument. The results highlight that both cpb and ccb are positively and significantly related to cvcb, being responsible behavior and information sharing the variables most related to cpb. As for ccb, recommendation and helping other customers are the variables with the highest relationship. These findings encourage food establishment managers to reinforce specific actions in order to develop co-creation behavior among their customers, and therefore meet the challenges posed to this service modality.
La pandemia mundial causada por la covid-19 obligó a muchos países a establecer fuertes restricciones a la movilidad y el acceso a numerosos servicios. México no fue la excepción, y especialmente el servicio de alimentos experimentó cambios radicales que obligaron a las empresas a adaptar o expandir sus servicios de entrega de alimentos. No solo las organizaciones sufrieron este cambio abrupto, sino que los clientes también se vieron en la necesidad de aventurarse en esta modalidad, desconocida o apenas explorada para muchos de ellos antes de la pandemia. Frente a este escenario, las organizaciones mostraron desconocimiento frente al rol del cliente que permite el logro conjunto de los beneficios esperados durante el proceso de intercambio de valor. Esta investigación tiene como objetivo validar si el comportamiento de participación del cliente (cpb, en inglés) y el comportamiento de ciudadanía del cliente (ccb, en inglés) están relacionados con la generación del comportamiento de cocreación de valor con el cliente (cvcb, en inglés) en el ecosistema de servicios de entrega de alimentos en México. A través de una investigación cuantitativa, se aplicaron encuestas en línea basadas en la escala cvcb propuesta por Yi y Gong (2013). Además, se empleó el modelado de componentes jerárquicos como instrumento estadístico. Los resultados destacan que tanto el cpb como el ccb están positiva y significativamente relacionados con el cvcb, siendo el comportamiento responsable y el intercambio de información las variables mayormente relacionadas con el cpb. En cuanto a ccb, la recomendación y el apoyo a otros clientes son las variables con mayor relación. Estos hallazgos invitan a los gerentes de establecimientos de alimentos a reforzar acciones específicas para desarrollar un comportamiento de cocreación entre sus clientes, con lo cual podrán enfrentar los desafíos que establece esta modalidad de servicio.
a pandemia global causada pela covid-19 forçou muitos países em todo o mundo a estabelecer restrições severas à mobilidade e ao acesso a inúmeros serviços. O México não foi exceção, e especialmente o serviço de alimentos sofreu mudanças radicais que forçaram as empresas a fazerem parte ou expandirem a prestação de serviços de alimentação. Não só as organizações sofreram essa mudança abrupta, mas os clientes também tiveram que se aventurar nessa modalidade, que era desconhecida ou pouco explorada para muitos. Diante desse cenário, as organizações demonstraram desconhecimento sobre o papel do cliente que contribui positivamente para a conquista conjunta dos benefícios esperados durante a troca de valores. Esta pesquisa tem como objetivo verificar se o Comportamento de Participação do Cliente (na sigla em inglês, CPB) e o Comportamento de Cidadania do Cliente (CCB, também da sigla em inglês) estão relacionados à geração de Comportamento de Cocriação de Valor do Cliente (CVCB, em inglês) no ecossistema mexicano de serviços de entrega de alimentos. Por meio de uma pesquisa quantitativa, foram aplicadas enquetes on-line baseadas na escala CVCB de Yi e Gong (2013). Além disso, uma modelagem de componentes hierárquicos foi utilizada como instrumento estatístico. Os resultados destacam que tanto o CPB quanto o CCB são positivos e significativamente relacionados ao CVCB, sendo o “comportamento responsável” e o “compartilhamento de informações” as variáveis mais relacionadas ao CPB. Quanto ao CCB, a “recomendação” e a “ajuda de outros clientes” são as variáveis com maior vínculo. Essas descobertas incentivam os gerentes de estabelecimentos de alimentos a reforçar ações específicas para desenvolver o comportamento de cocriação entre seus clientes e, portanto, atender aos desafios colocados nessa modalidade de atendimento.
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