Determining factors of coproduction behavior in services

Abstract

Coproduction between customer and organization has become subject of studies of several researchers over nowadays due to the relevance of the topic for several types of business. In services contexts, the importance of the topic is highlighted because it is inherent to such contexts that a mutual involvement between customer and service provider is carried out. To outline and to discuss some of the determinant factors of coproduction behavior in services was the aim of this paper. Thus, this study contributes to the comprehension of how the personality of the individual influences coproduction and how services providers can influence the increment of the process.