THAYS MARTINS DO NASCIMENTO CLÁUDIO DAMACENA VINÍCIUS SITTONI BRASIL pontifícia universidade católica do rio grande do sul
RESUMOÉ natural que educadores de disciplinas vinculadas à área de gestão analisem e reflitam sobre os fenômenos da sala de aula baseando-se em perspectivas que permeiam essa área de conhecimento. Observa-se que educadores e pesquisadores interessados na temática de serviços têm interpretado a sala de aula como um ambiente de encontro de serviço altamente propício à cocriação de valor. O presente estudo procede com tal interpretação, buscando analisar antecedentes do comportamento proativo de fornecimento de feedback do aluno ao professor a fim de promover a melhoria da experiência nos encontros de aula no ensino superior. O estudo avalia, como antecedente direto de feedback, o engajamento na disciplina. Como antecedentes diretos de engajamento, são avaliados constructos oriundos da Teoria da Influência Social. Os resultados, analisados com técnicas de equações estruturais, apresentam relações positivas e com significância entre os constructos, mostrando que, no contexto de sala de aula, processos sociais afetam o relacionamento do estudante com a disciplina e que esse relacionamento propicia o comportamento de colaboração para a melhoria das aulas. Palavras-chave: feedback; engajamento; influência social; cocriação de valor.
ABSTRACT It is only natural that educators of management topics often analyze and speculate on classroom phenomena from the points of view prevalent in the field. One will observe that educators and researchers interested in the subject of services may read the classroom as a service environment that is highly propitious to value cocreation The presentstudy follows through in this line as it aims to analyze antecedents of students' proactive behavior of providing feedback to the professor in order to
People rely on intuitive knowledge about persuasion to cope with persuasion attempts motivated by self-interest. Because this knowledge associates persuasive intent with low trustworthiness, identifying the communicator as an agent with ulterior motives tends to reduce trust in the communicator. Three studies suggest that the extent to which people call on this association to assess a persuasion agent depends on whether the agent’s message challenges or reinforces their prior attitudes. Challenged attitudes motivate people to use the negative association between persuasive intent and trustworthiness, whereas reinforced attitudes lead people to neglect it. However, prior attitudes do not affect people’s capacity to detect cues of ulterior motives and develop an awareness of the persuasive intent. Thus, recipients of persuasive messages that support their prior beliefs trust persuasion agents despite being aware of the agents’ ulterior motives. This seems to be a byproduct of people’s motivation to preserve a sense of self-integrity.
In the present paper, customer citizenship behavior (CCB) is assessed as a manifestation of value co-creation in the costumer-organization relations. Considering the extant marketing literature proposition that postulates that value co-creation, in the long run, is translated to the organization into customer purchase and repurchase behavior, as explained by the relation between value-inuse and value-in-exchange, this article aims to analyze the effect of CCB upon repurchase intention. In order to conduct such analysis, the CCB scale developed by Yi and Gong (2013) was adapted to the Brazilian context. The assessments of the adapted scale and of the relation between CCB and repurchase intention were conducted with structural equation modeling. Results indicate a lack of consistency of one of the CCB dimensions proposed by Yi and Gong (2013) and suggest that CCB is a determinant that presents an expressive effect upon repurchase intention.
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