Cocriação de valor em serviços de beleza: o papel da similaridade percebida

Nicole Stefanie Gomes dos Santos, Edvan Cruz Aguiar, Diliane Salustiano de Farias, Manoela Costa Policarpo

Resumo


Objetivo: Analisar o papel da similaridade percebida na interação social e na cocriação de valor, e sua relação com a experiência de consumo em ambientes de serviços para públicos específicos.

Método: A pesquisa, do tipo survey, contemplou uma amostra final de 270 indivíduos, cujos dados foram analisados por meio da Modelagem de Equações Estruturais a partir da análise de invariância.

Originalidade/Relevância: A pesquisa apresenta uma contribuição relevante para o campo de estudos do ambiente de varejo ao examinar o aspecto social associado às experiências individuais de consumo no que tange os relacionamentos que ocorrem entre os clientes durante a prestação do serviço em ambientes para públicos específicos.

Resultados: Os resultados evidenciaram uma relação causal direta e positiva entre similaridade percebida e interação social. Os achados também sugerem que a interação social, ao apresentar influência direta na cocriação de valor, assume papel de variável mediadora na relação entre similaridade e cocriação de valor. Além disso, observou-se que a cocriação de valor exerce influência direta na experiência de consumo.

Contribuições teórico-metodológicas: Este trabalho contribui para a literatura de Marketing ao destacar o impacto dos ambientes de serviços segmentados na percepção de similaridade entre os consumidores, o que pode gerar interação social e cocriação de valor, resultando em uma experiência de consumo satisfatória.


Palavras-chave


Similaridade percebida; Cocriação de valor; Interação social

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