Purpose
This paper aims to verify co-creation behavior and understand a relationship between perception of service quality, loyalty and co-creation, from Starbucks customers' perspective.
Design/methodology/approach
A quantitative methodology was carried out, operationalized by applying a questionnaire to a sample of 385 respondents.
Findings
The results showed that service quality has a positive impact on loyalty and co-creation behavior in all its aspects; loyalty can be considered an important attribute in the intention of co-creation by customers.
Originality/value
This research extends the current knowledge on the subject and examines the associations between other attributes discussed. The implications of the study suggest strategic directions for using the clients' co-creation as a competitive alternative and generating value.
Fire disturbance affects the composition, structure and dynamics of vegetation. Historical records of fire events exist in some places, but they are generally limited in temporal and spatial extent. Tree-ring research is a useful tool for fire history reconstruction and can contribute important long-term ecological data. We tested the hypotheses that Moquiniastrum polymorphum (Less.) G. Sancho, a widespread species in Brazil that occurs in burnt areas of Atlantic Forest, produces annual growth rings and that its wood can record fire incidence by datable fire scaring. Our results corroborate these hypotheses and indicate that the species has potential for fire history reconstruction.
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