Interação social e similaridade percebida:  investigando sua relação com cocriação de valor e lealdade de frequentadores de academias crossfit

Rômulo Benício Lucena Filho; Edvan Cruz Aguiar; Claúdia de Sá Lemos

doi:10.5585/podium.v13i1.22972

Authors

Rômulo Benício Lucena Filho Universidade Federal de Campina Grande – UFCG https://orcid.org/0000-0003-0730-7681
Edvan Cruz Aguiar Universidade Federal de Campina Grande – UFCG https://orcid.org/0000-0002-3433-6210
Claúdia de Sá Lemos Universidade Federal de Campina Grande – UFCG https://orcid.org/0000-0001-7289-5788

DOI:

https://doi.org/10.5585/podium.v13i1.22972

Keywords:

Services, Value Co-creation, Social Interaction

Abstract

Study objective: The objective of this study was to investigate the influence of social interaction, represented by other clients, and perceived similarity on value co-creation and customer loyalty in CrossFit gyms in Campina Grande, Paraíba.
Methodology/approach: A survey research was conducted with a sample of 160 customers, using Structural Equation Modeling (SEM) analysis.
Methodology/approach: A survey research was conducted with a sample of 160 clients, using Structural Equation Modeling (SEM).
Originality/Relevance: This study addresses the influence of the social dimension, represented by the presence of other clients, and perceived similarity on value co-creation in CrossFit gyms. These factors can enhance the service experience and improve competitiveness through customer loyalty.
Main results: The results indicated a significant relationship between social interaction and value co-creation, suggesting that interaction between clients and the gym is an important factor for co-creation. Social interaction facilitates engagement and exchange of experiences, influencing the perceived value of the service by customers, as well as their loyalty to CrossFit gyms in Campina Grande, Paraíba.
Theoretical/methodological contributions: This study contributes to understanding the impact of social interaction and perceived similarity on value co-creation and customer loyalty in CrossFit gyms. The findings emphasize the importance of promoting social interactions among clients to enhance the service experience and strengthen customer loyalty. These insights can be useful for CrossFit gyms and other health and wellness services in developing customer retention strategies. Additionally, the study expands knowledge about the influence of the presence of others on consumer responses.

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Author Biographies

Rômulo Benício Lucena Filho, Universidade Federal de Campina Grande – UFCG

Mestrando em Administração na Universidade Federal de Campina Grande-PB, PPGA/UFCG. Possui uma especialização em Auditoria e Perícia Contábil pela Faculdade Descomplica, possui graduação em Ciências Contábeis pela Universidade Estadual da Paraíba (2018), Graduação em Andamento em Administração pela Universidade Estadual da Paraíba (UEPB). Atualmente é Bolsista da Fundação de Apoio à Pesquisa do Estado da Paraíba FAPESQ/CAPES - (2021-2023). Professor na área de Administração e Ciências Contábeis na Faculdade Maurício de Nassau. Professor Substituto na Universidade Federal de Campina Grande - CCJS/UFCG. Pesquisador Membro do Laboratório de Análises e Estudos do Comportamento do Consumidor (L@EC/UFCG). Exerceu atividades como instrutor educacional - Serviço Nacional de Aprendizagem Comercial - PB (SENAC-PB) e serviços contábeis de forma Autônoma. Tem experiência na área de Administração, com ênfase em Ciências Contábeis.

Edvan Cruz Aguiar, Universidade Federal de Campina Grande – UFCG

Docente e Pesquisador da Unidade Acadêmica de Administração e Contabilidade da Universidade Federal de Campina Grande (UAAC/UFCG). Bacharel em Administração de Empresas pela Universidade Estadual da Paraíba UEPB. Mestre e Doutor em Administração pela Universidade Federal de Pernambuco PROPAD/UFPE, tendo realizado estágio doutoral na Georgia State University (J. Mack Robinson College of Business). É Membro Permanente do Programa de Pós-Graduação em Administração da Universidade Federal de Campina Grande - PPGA/UFCG, Líder do Laboratório de Análises e Estudos do Comportamento do Consumidor (L@EC) e Professor Tutor do PET Administração UFCG. Atualmente desenvolve pesquisas nas seguintes áreas: Comportamento do Consumidor, Marketing de Varejo e Serviços, Social Media Marketing, Marketing Analytics, Ensino e Pesquisa em Administração.

Claúdia de Sá Lemos , Universidade Federal de Campina Grande – UFCG

Graduada em Secretariado Executivo pela UFBA, Mestre em Administração pela UFCG, Especialista em Gestão Pública pela UCAM Pró-saber, Auditora Interna de Qualidade ISO 9001:2008, Graduanda em Administração. Servidora Pública Federal na UFCG, atuando na Secretaria de Recursos Humanos, exercendo a função de assessoria na Coordenação de Cadastro e Lotação. Possui experiência de atuação com assessoramento de executivos, supervisão de equipes administrativas, inovação organizacional e de processos, administração de imóveis, gestão da qualidade, atendimento, organização de viagens, gestão de documentos, elaboração de planos de ação, confecção de relatórios com demonstrativo de resultados. Proficiência em língua inglesa e espanhola, além de conhecimento básico em Língua Brasileira de Sinais - LIBRAS.

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