The influence of co-creation on trust and satisfaction in football schools

Abstract

Studies on co-creation in services have shown an ascendancy in publications, especially since the last decade. In this sense, the article's objective was to identify the influence of co-creation on trust and satisfaction in soccer schools in Vale do Paranhana - Rio Grande do Sul. A survey was conducted with 144 respondents, parents or guardians of children enrolled in the schools. The statistical technique used was Structural Equation Modeling (SEM), which tested the conceptual model. The results show that co-creation positively influences trust and satisfaction, in addition to the positive relationship between trust and satisfaction. The possible conclusions of the study highlight the importance of co-creation for creating and maintaining trust in services so that those responsible can be included in the service delivery process, generating greater satisfaction in the process and in the result.