Emerson Wagner Mainardes, Aridelmo Teixeira and Paula Cristina da Silveira Romano
The purpose of this paper is to identify the factors that favor the activity of co-creation with customers in the banking sector. The way in which consumers co-create with banking…
Abstract
Purpose
The purpose of this paper is to identify the factors that favor the activity of co-creation with customers in the banking sector. The way in which consumers co-create with banking organizations was also examined.
Design/methodology/approach
The “dialogue, access, risk and transparency” model was employed with the variables dialogue, access, risk assessment and transparency, as per Prahalad and Ramaswamy (2004). The final data sample accounted for 265 clients of a large Brazilian bank and multiple linear regression was used to analyze the data.
Findings
The results indicated a significant and positive association with access, risk assessment and transparency when the bank co-created with these clients. Dialogue did not appear significantly affect to the co-creative process between clients and the bank.
Research limitations/implications
The study was conducted with customers of only one major Brazilian bank. The authors recommend that the same study is conducted in other retail banks, investment banks and smaller banks, with a specialized focus. Limitations notwithstanding, the outstanding findings of this research relate to customer perceptions, which, it should be noted, do not necessarily reflect the totality of the relationship between client and bank.
Originality/value
Understanding co-creation in the banking sector is a new learning perspective on consumer behavior and interactions within the service production process. The justification and relevance of this study derive from the construction of this knowledge and the scarcity of empirical work in this area.
Details
Keywords
Emerson Wagner Mainardes, Lázaro Silva Rodrigues and Aridelmo Teixeira
The purpose of this paper is to verify the relationship of job satisfaction in the banking sector with its antecedent constructs (financial rewards and psychological rewards) and…
Abstract
Purpose
The purpose of this paper is to verify the relationship of job satisfaction in the banking sector with its antecedent constructs (financial rewards and psychological rewards) and the mediating role of internal marketing in this relationship and to verify the relationship between job satisfaction in the banking sector and its consequent constructs (work engagement and the intention to leave) and the moderating effect of internal marketing on this relationship.
Design/methodology/approach
The paper adopts a quantitative, descriptive, cross-sectional research methodology. Data are collected through an online questionnaire, which involves 355 bank employees. Partial least squares–structural equation modeling is used to verify the predicted relationships.
Findings
The results show that internal marketing tends to mediate the relationship between financial rewards and job satisfaction and the relationship between psychological rewards and job satisfaction. Internal marketing presents a moderating effect on the relationship between job satisfaction and work engagement, but internal marketing does not moderate the relationship between job satisfaction and the intention to leave the bank.
Originality/value
This study expands the understanding of the scope of internal marketing by exploring its mediating and moderating effects on the interactions among the behaviors of banking sector employees.
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Keywords
Barbara de Lima Voss, David Bernard Carter and Bruno Meirelles Salotti
We present a critical literature review debating Brazilian research on social and environmental accounting (SEA). The aim of this study is to understand the role of politics in…
Abstract
We present a critical literature review debating Brazilian research on social and environmental accounting (SEA). The aim of this study is to understand the role of politics in the construction of hegemonies in SEA research in Brazil. In particular, we examine the role of hegemony in relation to the co-option of SEA literature and sustainability in the Brazilian context by the logic of development for economic growth in emerging economies. The methodological approach adopts a post-structural perspective that reflects Laclau and Mouffe’s discourse theory. The study employs a hermeneutical, rhetorical approach to understand and classify 352 Brazilian research articles on SEA. We employ Brown and Fraser’s (2006) categorizations of SEA literature to help in our analysis: the business case, the stakeholder–accountability approach, and the critical case. We argue that the business case is prominent in Brazilian studies. Second-stage analysis suggests that the major themes under discussion include measurement, consulting, and descriptive approach. We argue that these themes illustrate the degree of influence of the hegemonic politics relevant to emerging economics, as these themes predominantly concern economic growth and a capitalist context. This paper discusses trends and practices in the Brazilian literature on SEA and argues that the focus means that SEA avoids critical debates of the role of capitalist logics in an emerging economy concerning sustainability. We urge the Brazilian academy to understand the implications of its reifying agenda and engage, counter-hegemonically, in a social and political agenda beyond the hegemonic support of a particular set of capitalist interests.