ICPM 2022 · 2023
Methodology with analysis of factors that integrate the balanced centrality and co-creation of value at restaurants in Puebla
Service research stand out the value co-creation studies because they provide a new paradigm in the service management and marketing literatura. Unfortunately, most of these studies are limitedto dyadic relationships. Although the dyadic relationship has evolvedinto a context of several actors, it is not exempt from flaws, therefore,this relationship must ensure transparency and relevance of the information shared in order to achieve a balanced and mutually beneficial relationship. This research used a mixed approach with qualitative preponderance to propose a new factor analysis methodology that integrates balanced centrality and co-creation of value among various actors in restaurant companies in the city of Puebla. This industry is considered a service with high contact with the client, it only has some value co-creation studies without taking into account the balanced centrality of the actors. This research made it possible to identify, compare and relate the relevant components of the co-creation of value in restaurants. Likewise, the types of co-creation of value in restaurants were identified, compared, related and prioritized according to the goals of the actors; and, finally, the criteria to establish strategies that balance the goals of the actors were determined. It is concluded that the cocreation of value is crucial in service research, it needs to be complemented by balanced centrality to align the goals of the actors involved and emphasize mutual recognition to co-create value.