New perspectives have emerged in marketing, based, for example, in the co-creation (Vargo & Lusch, 2004). This
article aims to analyze the relationship between the elements of co-creation - dialogue, access, risk assessment and
transparency -, satisfaction and trust in services with credence qualities (medical services) versus services with
experience qualities (hairdresser services). To this end, we conducted a survey (n = 230) and moderated mediation
analyses to analysis to investigate satisfaction as a mediator of the relationship between the elements of co-creation
and trust, and the moderating role of the type of service. The findings show that satisfaction mediates the
relationship between dialogue, access and transparency with trust, and these relationships are stronger for the
medical service (credential service) than hairdresser service (experimental service). Thus, this paper contributes
to the marketing literature by proposing new antecedents of trust for services with credence qualities, and
empirically tests the co-creation through its elements.</p
