As ligações entre qualidade de serviço, engajamento do consumidor, cocriação e codestruição de valor: usando inteligência artificial para análise de tuítes de fintechs brasileiras

Abstract

Social media has helped companies to strengthen relationships, favoring engagement with their consumers. Consequently, consumers have actively participated in brands' social media, generating content about products, services and companies, sharing experiences and producing benefits for the parties involved – brand and consumers. In this way, consumers have helped to improve products and services and, therefore, co-create value. However, consumer-generated content is not always positive and co-creates value. Consumer-generated content can also be negative and co-destruct value. Thus, the aim of this thesis was to investigate the effects of service quality on engagement (positive vs. negative) and the effects of this construct on co-creation vs. engagement co-destruction of brand equity in social media. Data were mined from the Twitter of four Brazilian Fintechs (Banks Neon, Inter, C6 Bank and Nubank) and analyzed using Natural Language Processing (NLP) through Artificial Neural Networks - Transformers. The results reveal that the dimensions of the quality of Fintech services demand specific investigation and that customers actually engage in social networks, but with a tendency to negative engagement and consequent co-destruction of value.