Comportamiento del consumidor en la co-creación de valor y su relación con la satisfacción en el entorno universitario: una aplicación a la Universidad de Ibagué (Colombia)
Resumen
Aportes académicos señalan que el consumidor es el actor más importante en la co-creación de valor, pero pocos estudios se han centrado en descubrir y comprobar la influencia de los comportamientos del consumidor que co-crea valor en su satisfacción. En consecuencia, en este artículo se contrasta esta relación en el contexto universitario, para lo cual se plantea un modelo relacional con las variables: comportamiento del consumidor en la co-creación de valor y satisfacción. Dicho modelo se aplicó a una muestra representativa de estudiantes de una universidad colombiana. Los resultados evidencian algunas relaciones positivas. La contribución teórica del estudio radica en que esta es la primera vez que se analiza la influencia de la co-creación desde la perspectiva del consumidor en la satisfacción en el contexto universitario y en un país latinoamericano.
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PhD. Haydée Calderón, Universitat de Valencia, PhD. Alfonso Reyes Alvarado, Universidad de IbaguéReferencias bibliográficas
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