Co-criação de valor na perspectiva do cliente: um estudo no setor de seguros de automóveis

Abstract

Services are responsible for an increasing share of the countries economy, which raises the need to understand how the service customer purchases them. The insurance market has had significant growth, in which in this market the auto segment integrates a high portion of the revenues. Organizations need to use methods that enable the customer to be integrated into the service delivery process, thereby giving them a sense of belonging, working together to improve service delivery. With this in mind, Service-Dominant Logic and Value Co-creation are theoretical perspectives that can assist with this process of customer integration and interaction due to their relational nature. This research aims to understand how the value co-creation in the auto insurance segment is acknowledged by the user. The work was based on the theory of services and service marketing, as well as the theory of Service-Dominant Logic and the Co-creation of Value. The research has an exploratory approach and qualitative nature, adopting in-depth interviews as a method of data collection, being conducted interviews with 6 clients of Z Insurance Broker and with its main manager. By analyzing the results of the interviews it was noted that the value is co-created with the customer through good service, affordable prices and training of brokerage staff at the time of service delivery. For the manager, the client is the main element in the generation of feedback that enables the improvement of the service provided.