Cocriação e marketing de relacionamento: um estudo em uma empresa de comercialização de carnes e lácteos

Abstract

This master’s dissertation aims to understand the relationships between co-creation and relationship marketing, evaluating how co-creation is practiced by a company in its business activities. To achieve this objective, the research was conducted in two stages: the first involved a systematic literature review, based on the protocol presented by Kitchenham on the topic, and accessible articles were considered from online platforms: Scopus, Web of Science, and ScienceDirect. The second stage consisted of a qualitative field research, using the methodology of semi-structured interviews with those responsible for the positions of Product Manager, Development and Innovation, Product Assistant, Development and Innovation, Marketing Manager, and Commercial and Logistics Manager of the company. The literature review pointed out two aspects that relate co-creation to relationship marketing: (1) co-creation as a marketing tool, and (2) mutual reinforcement relationship between co-creation and marketing. In the case study, it was also evident that the act of co-creating value with the customer generates greater proximity and amplifies trust between the customer and the company, which leads to loyalty.