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The growth of global markets seen in recent years has led companies, namely travel agencies, to reinvent their goods and services through the implementation of co-creation processes. The existence of a collaborative process between the company and the customer, or even other interested parties, streamlines and enhances customer satisfaction as well as their loyalty. Based on this assumption and on the existing literature, the main objective of this work is to study the impact of co-creation on the companies’ innovation process, on customer satisfaction and on their loyalty, taking into account the companies that provide travel services. According to the study carried out, it was possible to confirm that the co-creation process is positively associated with innovation, satisfaction and customer loyalty, so that companies that are committed to developing co-creation processes with its customers are more likely to develop innovative activities in addition to contributing to increased customer satisfaction and loyalty.
Moreira et al. (Fri,) studied this question.