Comportamento de cocriação de valor em serviços de marketing em um cluster da indústria de jogos digitais
Resumo
Introdução: Em uma tendência recente, atores da indústria de jogos digitais têm se aglomerado em clusters. Esse tipo de economia de aglomeração institucional fornece benefícios como efetividade, aprendizado, networking e trocas de recursos. Esses ambientes empíricos são adequados para estudos de colaboração, como no caso do comportamento de cocriação de valor, inexplorado em clusters, mas suficientemente capaz de criar benefícios aos envolvidos em um serviço. Objetivo: Este trabalho visa identificar se a satisfação e a lealdade são resultados de comportamentos de participação de proprietários de estúdios de jogos digitais com um provedor de serviços de marketing. Etapas: Serão realizados quatro estudos de caso, contando com triangulação de entrevistas individuais em profundidade, com clientes e com o provedor, e análise documental de auto relatos, seguindo adaptação qualitativa da escala SERVQUAL. Resultados esperados: Espera-se confirmar os efeitos positivos de (i) satisfação, como oriunda de participar ativamente da criação do serviço, aplicando recursos que personalizam a entrega; e (ii) lealdade, pela conexão sinérgica e congruente entre os atores de um cluster.
Palavras-chave:
Clusters, Indústria de jogos digitais, Cocriação de valor, Comportamento de cocriação de valor, Colaboração
Referências
Associação Brasileira das Empresas Desenvolvedoras de Jogos Digitais (ABRAGAMES). (2023). Pesquisa da Indústria Brasileira de Games 2023. São Paulo: ABRAGAMES.
Bagozzi, R. P. (1975). Marketing as exchange. Journal of marketing, 39(4), 32-39.
Barney, J. (1991). Firm resources and sustained competitive advantage. Journal of management, 17(1), 99-120.
Bathelt, H., Malmberg, A., & Maskell, P. (2004). Clusters and knowledge: local buzz, global pipelines and the process of knowledge creation. Progress in human geography, 28(1), 31-56.
Bendapudi, N., & Leone, R. P. (2003). Psychological implications of customer participation in co-production. Journal of marketing, 67(1), 14-28.
Bittencourt, B. A., Zen, A. C., Prévot, F., & Schmidt, V. K. (2023). How to be more innovative in clusters? The influence of geographical agglomerations on its firms. Journal of the Knowledge Economy, 14(3), 2603-2629.
Bobâlcă, C., Gătej, C., & Ciobanu, O. (2012). Developing a scale to measure customer loyalty. Procedia Economics and Finance, 3, 623-628.
Boyd, S. G., Pyne, B., & Kane, S. F. (2018). *Video game law: Everything you need to know about legal and business issues in the game industry*. AK Peters/CRC Press.
Campbell, M. (2021). Reimagining the creative industries in the community arts sector. Cultural Trends, 30(3), 263-282.
Carayannis, E. G., & Campbell, D. F. (2009). 'Mode 3'and'Quadruple Helix': toward a 21st century fractal innovation ecosystem. International journal of technology management, 46(3-4), 201-234.
Chandler, J. D., & Wieland, H. (2010). Embedded relationships: Implications for networks, innovation, and ecosystems. Journal of Business Market Management, 4, 199-215.
Chapain, C., & Sagot-Duvauroux, D. (2020). Cultural and creative clusters–a systematic literature review and a renewed research agenda. Urban Research & Practice, 13(3), 300-329.
Chen, C. F., & Lee, C. H. (2023). Investigating shared e-scooter users’ customer value co-creation behaviors and their antecedents: Perceived service quality and perceived value. Transport Policy, 136, 147-154.
Cherutti, M., Pinheiro, C. M. P., Bez, M. R., & Czrnhak, T. (2023). Redes de Colaboração na Indústria Criativa: Etapas para Criação de um Comitê Gestor em um Cluster de Jogos Digitais. In Anais Estendidos do XXII Simpósio Brasileiro de Jogos e Entretenimento Digital (pp. 1149-1160). SBC.
Closs, L., & Oliveira, S. R. D. (2017). Economia criativa e territórios usados: um debate baseado nas contribuições de Milton Santos. Cadernos Ebape. Br, 15(2), 349-363.
Creswell, J. W., & Miller, D. L. (2000). Determining validity in qualitative inquiry. Theory into practice, 39(3), 124-130.
Damacena, C., Schmidt, S., & Gauze, I. P. B. (2018). Service ecosystems: insights from a wedding. Management Research Review, 41(12), 1395-1410.
Dmuchowski, R., & Szmitka, S. (2022). Methodology of measuring the benefits of participation in business clusters. Journal of Business & Economics Review (JBER), 7(1).
Edvardsson, B., Kleinaltenkamp, M., Tronvoll, B., McHugh, P., & Windahl, C. (2014). Institutional logics matter when coordinating resource integration. Marketing theory, 14(3), 291-309.
Ercsey, I. (2017). The role of customers’ involvement in value co-creation behaviour is value co-creation the source of competitive advantage?. Journal of Competitiveness, 9(3), 51-66.
Etzkowitz, H. (2013). Hélice tríplice universidade-indústria-governo: inovação em movimento. Porto Alegre: EDIPUCSRS.
Evans, G. (2009). From cultural quarters to creative clusters–creative spaces in the new city economy. Stockholm: Institute of Urban History.
Frasquet-Deltoro, M., Alarcón-del-Amo, M. D. C., & Lorenzo-Romero, C. (2019). Antecedents and consequences of virtual customer co-creation behaviours. Internet Research, 29(1), 218-244.
Freeman, C. (2002). Continental, national and sub-national innovation systems—complementarity and economic growth. Research policy, 31(2), 191-211.
Frio, R. S., & Brasil, V. S. (2016). Comportamento de cocriação de valor do consumidor como antecedente da satisfação e lealdade. REGE-Revista de Gestão, 23(2), 135-147.
Jain, S., Sharma, K., & Devi, S. (2024). The dynamics of value co‐creation behavior: a systematic review and future research agenda. International Journal of Consumer Studies, 48(1), e12993.
Lengnick-Hall, C. A. (1996). Customer contributions to quality: A different view of the customer-oriented firm. Academy of management review, 21(3), 791-824.
Lengnick‐Hall, C. A., Claycomb, V. C., & Inks, L. W. (2000). From recipient to contributor: examining customer roles and experienced outcomes. European journal of marketing, 34(3/4), 359-383
Liao, J., Pang, J., & Dong, X. (2023). More gain, more give? The impact of brand community value on users’ value co-creation. Journal of Retailing and Consumer Services, 74, 103389.
Lusch, R. F., Vargo, S. L., & Wessels, G. (2008). Toward a conceptual foundation for service science: Contributions from service-dominant logic. IBM systems journal, 47(1), 5-14.
Lyu, J., Cao, K., & Yang, S. (2022). The impact of value co-creation behavior on customers’ experiences with and loyalty to P2P accommodations. Frontiers in Psychology, 13, 988318.
Maskell, P., & Malmberg, A. (1999). Localised learning and industrial competitiveness. Cambridge journal of economics, 23(2), 167-185.
Markusen, A. (1996). Sticky places in slippery space: A typology of industrial districts. Economic Geography, 72(3), 293-313. Recuperado de DOI: 10.2307/144402
Marshall, A. (2013). Principles of economics. Palgrave Macmillan. 731p.
Moraes, R., & Galiazzi, M. D. C. (2006). Análise textual discursiva: processo reconstrutivo de múltiplas faces. Ciência & Educação (Bauru), 12, 117-128.
Nathan, M. (2022). Does light touch cluster policy work? Evaluating the tech city programme. Research Policy, 51(9), 104138.
Neghina, C., Caniëls, M. C., Bloemer, J. M., & Van Birgelen, M. J. (2015). Value cocreation in service interactions: Dimensions and antecedents. Marketing theory, 15(2), 221-242.
Nguyen, H. S. (2024). The impact of value co-creation behavior on customer loyalty in the service domain. Heliyon, 10(9).
Nelson, R. R. (1994). The co-evolution of technology, industrial structure, and supporting institutions. Industrial and corporate change, 3(1), 47-63.
Nelson, R. R., & Nelson, K. (2002). Technology, institutions, and innovation systems. Research policy, 31(2), 265-272.
Newzoo. (2024). Global games market report 2024.
Ordanini, A., & Parasuraman, A. (2011). Service innovation viewed through a service-dominant logic lens: a conceptual framework and empirical analysis. Journal of Service Research, 14(1), 3-23.
Parasuraman, A., Berry, L. L., & Zeithaml, V. A. (1991). Refinement and reassessment of the SERVQUAL scale. Journal of retailing, 67(4), 420.
Patias, N. D., & Hohendorff, J. V. (2019). Critérios de qualidade para artigos de pesquisa qualitativa. Psicologia em estudo, 24. DOI: 10.4025/psicolestud.v24i0.43536.
Payne, A. F., Storbacka, K., & Frow, P. (2008). Managing the co-creation of value. Journal of the academy of marketing science, 36, 83-96.
Peng, P., Jacobs, S., & Cambré, B. (2022). How to create more customer value in independent shops: A set-theoretic approach to value creation. Journal of Business Research, 146, 241-250.
Penrose, E. T. (2009). The Theory of the Growth of the Firm. Oxford university press.
Pinch, S., Henry, N., Jenkins, M., & Tallman, S. (2003). From ‘industrial districts’ to ‘knowledge clusters’: a model of knowledge dissemination and competitive advantage in industrial agglomerations. Journal of economic geography, 3(4), 373-388.
Plé, L., & Chumpitaz Cáceres, R. (2010). Not always co‐creation: introducing interactional co‐destruction of value in service‐dominant logic. Journal of services Marketing, 24(6), 430-437.
Porter, M. (1985). Competitive advantage: creating and sustaining superior performance. Londres: Free Press.
Porter, M. (1998a). Clusters and the new economics of competition. Harvard Business Review, 76(6), 77–90. Recuperado de [link].
Porter, M. (1998b). The competitive advantage of nations. Free Press.
Prahalad, C. K., & Ramaswamy, V. (2000). Co-opting customer competence. Harvard business review, 78(1), 79-90.
Prahalad, C. K., & Ramaswamy, V. (2004). Co-creation experiences: The next practice in value creation. Journal of interactive marketing, 18(3), 5-14.
Ramirez-Pasillas, M. (2008). Resituating proximity and knowledge cross-fertilization in clusters by means of international trade fairs. European Planning Studies, 16(5), 643-663.
Secretaria de Planejamento, Governança e Gestão do Estado (SEPLAG). (2021). Norma técnica 43.
Storbacka, K., & Nenonen, S. (2015). Learning with the market: Facilitating market innovation. Industrial Marketing Management, 44, 73-82.
Vargo, S. L., & Lusch, R. F. (2004). Evolving to a new dominant logic for marketing. Journal of marketing, 68(1), 1-17 Vargo, S. L., & Lusch, R. F. (2008). Service-dominant logic: continuing the evolution. Journal of the Academy of marketing Science, 36, 1-10.
Vargo, S. L., & Lusch, R. F. (2016). Institutions and axioms: an extension and update of service-dominant logic. Journal of the Academy of marketing Science, 44, 5-23.
Vargo, S. L., & Lusch, R. F. (2017). Service-dominant logic 2025. International journal of research in marketing, 34(1), 46-67.
Vargo, S. L., Peters, L., Kjellberg, H., Koskela-Huotari, K., Nenonen, S., Polese, F., ... & Vaughan, C. (2023). Emergence in marketing: an institutional and ecosystem framework. Journal of the Academy of Marketing Science, 51(1), 2-22.
Yacob, Y., Ali, J. K., Hii, J. W. S., & Lim, X. J. (2018). Members’ participation in service co-creation: The mediating effect of satisfaction towards loyalty. Asian Journal of Business Research, 8(2), 18.
Yi, Y., & Gong, T. (2013). Customer value co-creation behavior: Scale development and validation. Journal of Business research, 66(9), 1279-1284.
Yin, R. K. (2015). Estudo de caso: planejamento e métodos. Bookman.
Zambon, P. S. (2020). Hubs criativos no desenvolvimento de jogos digitais (Tese de doutorado). Universidade Estadual Paulista, Faculdade de Arquitetura, Artes e Comunicação, Bauru.
Zimmermann, E. W. (1951). World resources and industries. Harper Brothers. 1ª edição.
Bagozzi, R. P. (1975). Marketing as exchange. Journal of marketing, 39(4), 32-39.
Barney, J. (1991). Firm resources and sustained competitive advantage. Journal of management, 17(1), 99-120.
Bathelt, H., Malmberg, A., & Maskell, P. (2004). Clusters and knowledge: local buzz, global pipelines and the process of knowledge creation. Progress in human geography, 28(1), 31-56.
Bendapudi, N., & Leone, R. P. (2003). Psychological implications of customer participation in co-production. Journal of marketing, 67(1), 14-28.
Bittencourt, B. A., Zen, A. C., Prévot, F., & Schmidt, V. K. (2023). How to be more innovative in clusters? The influence of geographical agglomerations on its firms. Journal of the Knowledge Economy, 14(3), 2603-2629.
Bobâlcă, C., Gătej, C., & Ciobanu, O. (2012). Developing a scale to measure customer loyalty. Procedia Economics and Finance, 3, 623-628.
Boyd, S. G., Pyne, B., & Kane, S. F. (2018). *Video game law: Everything you need to know about legal and business issues in the game industry*. AK Peters/CRC Press.
Campbell, M. (2021). Reimagining the creative industries in the community arts sector. Cultural Trends, 30(3), 263-282.
Carayannis, E. G., & Campbell, D. F. (2009). 'Mode 3'and'Quadruple Helix': toward a 21st century fractal innovation ecosystem. International journal of technology management, 46(3-4), 201-234.
Chandler, J. D., & Wieland, H. (2010). Embedded relationships: Implications for networks, innovation, and ecosystems. Journal of Business Market Management, 4, 199-215.
Chapain, C., & Sagot-Duvauroux, D. (2020). Cultural and creative clusters–a systematic literature review and a renewed research agenda. Urban Research & Practice, 13(3), 300-329.
Chen, C. F., & Lee, C. H. (2023). Investigating shared e-scooter users’ customer value co-creation behaviors and their antecedents: Perceived service quality and perceived value. Transport Policy, 136, 147-154.
Cherutti, M., Pinheiro, C. M. P., Bez, M. R., & Czrnhak, T. (2023). Redes de Colaboração na Indústria Criativa: Etapas para Criação de um Comitê Gestor em um Cluster de Jogos Digitais. In Anais Estendidos do XXII Simpósio Brasileiro de Jogos e Entretenimento Digital (pp. 1149-1160). SBC.
Closs, L., & Oliveira, S. R. D. (2017). Economia criativa e territórios usados: um debate baseado nas contribuições de Milton Santos. Cadernos Ebape. Br, 15(2), 349-363.
Creswell, J. W., & Miller, D. L. (2000). Determining validity in qualitative inquiry. Theory into practice, 39(3), 124-130.
Damacena, C., Schmidt, S., & Gauze, I. P. B. (2018). Service ecosystems: insights from a wedding. Management Research Review, 41(12), 1395-1410.
Dmuchowski, R., & Szmitka, S. (2022). Methodology of measuring the benefits of participation in business clusters. Journal of Business & Economics Review (JBER), 7(1).
Edvardsson, B., Kleinaltenkamp, M., Tronvoll, B., McHugh, P., & Windahl, C. (2014). Institutional logics matter when coordinating resource integration. Marketing theory, 14(3), 291-309.
Ercsey, I. (2017). The role of customers’ involvement in value co-creation behaviour is value co-creation the source of competitive advantage?. Journal of Competitiveness, 9(3), 51-66.
Etzkowitz, H. (2013). Hélice tríplice universidade-indústria-governo: inovação em movimento. Porto Alegre: EDIPUCSRS.
Evans, G. (2009). From cultural quarters to creative clusters–creative spaces in the new city economy. Stockholm: Institute of Urban History.
Frasquet-Deltoro, M., Alarcón-del-Amo, M. D. C., & Lorenzo-Romero, C. (2019). Antecedents and consequences of virtual customer co-creation behaviours. Internet Research, 29(1), 218-244.
Freeman, C. (2002). Continental, national and sub-national innovation systems—complementarity and economic growth. Research policy, 31(2), 191-211.
Frio, R. S., & Brasil, V. S. (2016). Comportamento de cocriação de valor do consumidor como antecedente da satisfação e lealdade. REGE-Revista de Gestão, 23(2), 135-147.
Jain, S., Sharma, K., & Devi, S. (2024). The dynamics of value co‐creation behavior: a systematic review and future research agenda. International Journal of Consumer Studies, 48(1), e12993.
Lengnick-Hall, C. A. (1996). Customer contributions to quality: A different view of the customer-oriented firm. Academy of management review, 21(3), 791-824.
Lengnick‐Hall, C. A., Claycomb, V. C., & Inks, L. W. (2000). From recipient to contributor: examining customer roles and experienced outcomes. European journal of marketing, 34(3/4), 359-383
Liao, J., Pang, J., & Dong, X. (2023). More gain, more give? The impact of brand community value on users’ value co-creation. Journal of Retailing and Consumer Services, 74, 103389.
Lusch, R. F., Vargo, S. L., & Wessels, G. (2008). Toward a conceptual foundation for service science: Contributions from service-dominant logic. IBM systems journal, 47(1), 5-14.
Lyu, J., Cao, K., & Yang, S. (2022). The impact of value co-creation behavior on customers’ experiences with and loyalty to P2P accommodations. Frontiers in Psychology, 13, 988318.
Maskell, P., & Malmberg, A. (1999). Localised learning and industrial competitiveness. Cambridge journal of economics, 23(2), 167-185.
Markusen, A. (1996). Sticky places in slippery space: A typology of industrial districts. Economic Geography, 72(3), 293-313. Recuperado de DOI: 10.2307/144402
Marshall, A. (2013). Principles of economics. Palgrave Macmillan. 731p.
Moraes, R., & Galiazzi, M. D. C. (2006). Análise textual discursiva: processo reconstrutivo de múltiplas faces. Ciência & Educação (Bauru), 12, 117-128.
Nathan, M. (2022). Does light touch cluster policy work? Evaluating the tech city programme. Research Policy, 51(9), 104138.
Neghina, C., Caniëls, M. C., Bloemer, J. M., & Van Birgelen, M. J. (2015). Value cocreation in service interactions: Dimensions and antecedents. Marketing theory, 15(2), 221-242.
Nguyen, H. S. (2024). The impact of value co-creation behavior on customer loyalty in the service domain. Heliyon, 10(9).
Nelson, R. R. (1994). The co-evolution of technology, industrial structure, and supporting institutions. Industrial and corporate change, 3(1), 47-63.
Nelson, R. R., & Nelson, K. (2002). Technology, institutions, and innovation systems. Research policy, 31(2), 265-272.
Newzoo. (2024). Global games market report 2024.
Ordanini, A., & Parasuraman, A. (2011). Service innovation viewed through a service-dominant logic lens: a conceptual framework and empirical analysis. Journal of Service Research, 14(1), 3-23.
Parasuraman, A., Berry, L. L., & Zeithaml, V. A. (1991). Refinement and reassessment of the SERVQUAL scale. Journal of retailing, 67(4), 420.
Patias, N. D., & Hohendorff, J. V. (2019). Critérios de qualidade para artigos de pesquisa qualitativa. Psicologia em estudo, 24. DOI: 10.4025/psicolestud.v24i0.43536.
Payne, A. F., Storbacka, K., & Frow, P. (2008). Managing the co-creation of value. Journal of the academy of marketing science, 36, 83-96.
Peng, P., Jacobs, S., & Cambré, B. (2022). How to create more customer value in independent shops: A set-theoretic approach to value creation. Journal of Business Research, 146, 241-250.
Penrose, E. T. (2009). The Theory of the Growth of the Firm. Oxford university press.
Pinch, S., Henry, N., Jenkins, M., & Tallman, S. (2003). From ‘industrial districts’ to ‘knowledge clusters’: a model of knowledge dissemination and competitive advantage in industrial agglomerations. Journal of economic geography, 3(4), 373-388.
Plé, L., & Chumpitaz Cáceres, R. (2010). Not always co‐creation: introducing interactional co‐destruction of value in service‐dominant logic. Journal of services Marketing, 24(6), 430-437.
Porter, M. (1985). Competitive advantage: creating and sustaining superior performance. Londres: Free Press.
Porter, M. (1998a). Clusters and the new economics of competition. Harvard Business Review, 76(6), 77–90. Recuperado de [link].
Porter, M. (1998b). The competitive advantage of nations. Free Press.
Prahalad, C. K., & Ramaswamy, V. (2000). Co-opting customer competence. Harvard business review, 78(1), 79-90.
Prahalad, C. K., & Ramaswamy, V. (2004). Co-creation experiences: The next practice in value creation. Journal of interactive marketing, 18(3), 5-14.
Ramirez-Pasillas, M. (2008). Resituating proximity and knowledge cross-fertilization in clusters by means of international trade fairs. European Planning Studies, 16(5), 643-663.
Secretaria de Planejamento, Governança e Gestão do Estado (SEPLAG). (2021). Norma técnica 43.
Storbacka, K., & Nenonen, S. (2015). Learning with the market: Facilitating market innovation. Industrial Marketing Management, 44, 73-82.
Vargo, S. L., & Lusch, R. F. (2004). Evolving to a new dominant logic for marketing. Journal of marketing, 68(1), 1-17 Vargo, S. L., & Lusch, R. F. (2008). Service-dominant logic: continuing the evolution. Journal of the Academy of marketing Science, 36, 1-10.
Vargo, S. L., & Lusch, R. F. (2016). Institutions and axioms: an extension and update of service-dominant logic. Journal of the Academy of marketing Science, 44, 5-23.
Vargo, S. L., & Lusch, R. F. (2017). Service-dominant logic 2025. International journal of research in marketing, 34(1), 46-67.
Vargo, S. L., Peters, L., Kjellberg, H., Koskela-Huotari, K., Nenonen, S., Polese, F., ... & Vaughan, C. (2023). Emergence in marketing: an institutional and ecosystem framework. Journal of the Academy of Marketing Science, 51(1), 2-22.
Yacob, Y., Ali, J. K., Hii, J. W. S., & Lim, X. J. (2018). Members’ participation in service co-creation: The mediating effect of satisfaction towards loyalty. Asian Journal of Business Research, 8(2), 18.
Yi, Y., & Gong, T. (2013). Customer value co-creation behavior: Scale development and validation. Journal of Business research, 66(9), 1279-1284.
Yin, R. K. (2015). Estudo de caso: planejamento e métodos. Bookman.
Zambon, P. S. (2020). Hubs criativos no desenvolvimento de jogos digitais (Tese de doutorado). Universidade Estadual Paulista, Faculdade de Arquitetura, Artes e Comunicação, Bauru.
Zimmermann, E. W. (1951). World resources and industries. Harper Brothers. 1ª edição.
Publicado
30/09/2025
Como Citar
CZRNHAK, Thomás; KLAUCK, Fernanda; PINHEIRO, Cristiano Max Pereira; CHERUTTI, Milena; CASTRO, Francisco Marianoff de; ZANINI, Felipe.
Comportamento de cocriação de valor em serviços de marketing em um cluster da indústria de jogos digitais. In: TRILHA DE INDÚSTRIA – ARTIGOS CURTOS - SIMPÓSIO BRASILEIRO DE JOGOS E ENTRETENIMENTO DIGITAL (SBGAMES), 14. , 2025, Salvador/BA.
Anais [...].
Porto Alegre: Sociedade Brasileira de Computação,
2025
.
p. 216-225.
DOI: https://doi.org/10.5753/sbgames_estendido.2025.10195.
