Copyright (c) 2024 Centros: Revista Científica Universitaria
This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.
Companies measure the degree of participation of their customers through co-creation and are interested in the satisfaction they feel when purchasing a good. The purpose of this study is to validate a questionnaire that measures co-creation and customer satisfaction variables. For the first variable, a scale was used that consists of 29 items distributed in eight dimensions: information search (3), information exchange (4), responsible behavior (4), personal interaction (5), feedback (3), advocacy (3), helping (4) and tolerance (3). In the customer satisfaction variable, a scale with 6 items in the same dimension was used. To calculate the content validity of the items, Aiken's V-coefficient was used based on four categories: coherence, relevance, clarity and sufficiency (V=0.99). The questionnaire was administered to 5 expert judges who exercise teaching functions and have extensive knowledge of marketing issues. For the internal reliability of the instrument, Cronbach's alpha coefficient was calculated, applying the questionnaire to 50 people over 18 years of age, of which 72% are women and 28% are men (\alpha=0.816). It is concluded that the instruments selected to measure the variables of co-creation and customer satisfaction have a high index of validity and reliability. This study will contribute so that local companies can measure the degree of participation and satisfaction that their customers have regarding the product or service that is being marketed.
Este obra está bajo una licencia de Creative Commons Reconocimiento-NoComercial-CompartirIgual 4.0 Internacional.
