Sistema Produto-Serviço - PSS: um estudo do relacionamento entre os fatores motivadores e a estruturação das empresas na integração produto-serviço.

Increasingly companies offer complete solutions to its customers which include products and services.This change in the organizations' portfolio has been occurring due to a number of reasons, be it related to strategic issues, or driven by customer demands, or even to low environmental impact trends.This thesis aimed at identifying if companies' structure in relation to their product-service integration influences the drivers for product-service systems (PSS) offer.The methodological approach was divided into qualitative and quantitative research, the first to understand the customer's perspective and the second to assess the drivers for the adoption of a product-service system (PSS) by providers.The qualitative research was conducted through a case study in the laboratories of one of the major Latin America hospitals.The data collected showed important information about environmental issues and co-production.For the quantitative research, a research instrument was proposed, based on data extracted from literature, to evaluate the 'Motivation Factors' (FM) and the companies structuring in relation to product-service integration, operationalized through the constructs 'Product Use Orientation' (OUP) and 'Transition Logics' (LT).The instrument was submitted to content validation, and the research was conducted with middle and senior managers of 81 companies from different industries.The data were processed and validated by exploratory factor analysis technique and Structural Equation Modeling with the estimation method Partial Least Squares (PLS) using the software SmartPLS 2.0.The construct FM unfolded in five first-order latent variables: environmental, co-creation, co-production, portfolio and competitive advantage.The structural model analysis showed significant relationship between Motivation Factors and Transition Logics, which changes while it moves from Goods-Dominant Logic to Service-Dominant Logic.Among LT propositions most relevant are: 'Customer's Role', 'Engagement with the Customer' and 'Value Determination and Meaning'.

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