Banca de QUALIFICAÇÃO: Thaís Ligieri Zagnoli Cunha

Uma banca de QUALIFICAÇÃO de MESTRADO foi cadastrada pelo programa.
STUDENT : Thaís Ligieri Zagnoli Cunha
DATE: 13/10/2021
TIME: 14:00
LOCAL: online, por meio de videoconferência
TITLE:

The Contribution of Customer Participation in Decisions as a Principle of Quality and Value: an analysis of fitness consulting services

KEY WORDS:

Fitness Consulting Service; Participatory Decision-Making; Value Co-Creation; Perceived Value; Quality

PAGES: 71
BIG AREA: Ciências Sociais Aplicadas
AREA: Administração
SUMMARY:

Economic activities have moved towards dynamic exchange relationships in which value is co-created with the consumer. In this context, co-creation experience is the basis for creating value, especially in services of the personalized type. The consumer experience of fitness services is based on co-creation, as their personalized training (TP) program is developed based on a particular and specialized service process, prepared and accompanied by a physical education professional who respects the biological individuality of each customer, within an interactive and individualized context in the service process. The virtual personalized training consultant interacts with its customer, thus, the customer's usage experience is what determines the value in use. This aspect develops a particular characteristic in the decision-making process in this type of service, that is, a participatory decision-making process is established between service provider and customer, which may have an impact on the perceived value and quality of the service. Thus, the objective of this study is to identify to what extent the behavior of users of fitness consulting services characterized by a co-creation process impacts quality and perceived value. The structured research investigation was developed in three phases: (1) literature review, (2) qualitative research and (3) quantitative research. The literature review addresses the fundamentals of the decision-making process and Behavioral Decision-making, as a way to support the role of behavior in the decision-making process. Then, it presents the path taken from the exchange relationships, until the emergence of the Dominant Logic of Service and the Co-creation of Value, to, finally, present the aspects of Service Quality and perceived value. Qualitative research aims to identify how the decision-making process of the consulting service takes place, in order to highlight the client's participation. The quantitative research will be carried out through a Survey, which will unfold into a database to be worked through multivariate statistical analysis of data, being specifically treated via Exploratory Factor Analysis, Confirmatory Factor Analysis and Structural Equation Modeling. Thus, this research project develops a theoretical research model based on hypotheses, to be confirmed or not in the field research process.

BANKING MEMBERS:
Externo à Instituição - PLÍNIO RAFAEL REIS - UFMG
Presidente - DANIEL PAULINO TEIXEIRA LOPES
Interna - ELISANGELA MARTINS DE SA