Banca de DEFESA: Thaís Ligieri Zagnoli Cunha

Uma banca de DEFESA de MESTRADO foi cadastrada pelo programa.
STUDENT : Thaís Ligieri Zagnoli Cunha
DATE: 20/07/2022
TIME: 14:00
LOCAL: sala B do PPGA, prédio principal, 2º andar, Campus II do CEFET-MG
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 process; Value Co-Creation; Perceived Value; Quality

PAGES: 240
BIG AREA: Ciências Sociais Aplicadas
AREA: Administração
SUMMARY:

The objective of this research was 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 investigation of the research was developed in three phases: (1) literature review, (2) qualitative research and (3) quantitative research. The literature review addressed the fundamentals of the decision-making process and Behavioral Decision-making, as a way of basing the role of behavior in the decision-making process. Then, the path taken from the exchange relations was presented, until the emergence of the Dominant Logic of the Service and the Co-creation of value, to, finally, present the aspects of the Quality of the Service and the perceived value. The qualitative research aimed to identify how the decision-making process of the consulting service takes place, in order to evidence the participation of the client. The quantitative research was carried out through a Survey, which unfolded in a database analyzed by means of multivariate statistics of data, being specifically treated via Exploratory Factor Analysis, Confirmatory Factor Analysis and Modeling by Structural Equations. The qualitative results describe the service process from the actions of the consultant, who proposes value, and the user, who define the functionality of the value propositions of the online fitness consulting service, according to the proposal and integration of the service that define the signs of user satisfaction and dissatisfaction. The quantitative results define the functionality of the value propositions of the online fitness consulting service through the co-creation behavior given the reflections of the estimates on the service quality and value perceived by the user during the online fitness consulting process. It was observed, therefore, that the co-creation experience is the basis for value creation, especially in personalized services. 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 individual. customer, within an interactive and individualized context in the service process. The personalized training virtual consultant interacts with your customer, so 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, with an impact on the perceived value and quality of the service.

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