Motivadores da Participação do Consumidor no Desenvolvimento de Novos Serviços e o Efeito Moderador da Autoeficácia

Bruna Silva de Melo, Cláudio Damacena


A inovação se destaca como importante fenômeno e torna-se fundamental, sobretudo como vantagem competitiva para as organizações. Nesse âmbito, compreende-se o papel que o cliente ocupa dentro dos processos da inovação, e a partir de sua presença, a percepção dos benefícios e vantagens. Pesquisas relacionadas às motivações relatam quais conduziriam os clientes à maior participação.  Salientam-se ainda alguns fatores que poderiam estar relacionados com as motivações dos clientes de forma a potencializar os efeitos sobre a participação. O estudo avaliou o efeito da autoeficácia como moderadora das motivações dos clientes em relação a sua participação em atividades de inovação. Assim, 359 questionários foram obtidos junto a clientes de duas empresas distintas. Os resultados evidenciaram que o efeito direto das motivações sobre a participação é significativo, bem como no efeito direto da autoeficácia. Entretanto, como moderadora, a autoeficácia não apresentou resultado significativo. Apresentam-se discussões e conclusões acerca dos resultados.


Inovação, Participação do cliente, Motivações, Moderação, Autoeficácia

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