Co-creation value in beauty services: the role of perceived similarity

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

doi:10.5585/remark.v21i4.19992

Authors

Nicole Stefanie Gomes dos Santos Universidade Federal de Campina Grande – UFCG https://orcid.org/0000-0003-4265-8997
Edvan Cruz Aguiar Universidade Federal de Campina Grande – UFCG https://orcid.org/0000-0002-3433-6210
Diliane Salustiano de Farias Universidade Federal de Campina Grande – UFCG https://orcid.org/0000-0003-1704-4109
Manoela Costa Policarpo Universidad del País Vasco – UPV/EHU https://orcid.org/0000-0001-7774-783X

DOI:

https://doi.org/10.5585/remark.v21i4.19992

Keywords:

Perceived similarity, Value co-creation, Social interaction

Abstract

Objective: To analyze the role of perceived similarity in social interaction and co-creation of value and its relationship with the experience of consumption in service environments for specific audiences.

Method: The research was a survey type, contemplated a final sample of 270 individuals, whose data were analyzed through the Structural Equation Modeling from the analysis of invariance.

Originality / Relevance: The research presents a crucial contribution to the field of studies that involve the retail environment by examining the social aspect associated with individual consumption experiences concerning the relationships that occur between customers during the provision of the service in specific audiences’ environments.

Results: It was shown a direct and positive relationship between perceived similarity and social interaction. The findings also suggest that social interaction, introducing direct influence on the value co-creation assumes the role of a mediator variable in the relationship between similarity and co-creation of value. Besides, it was observed that the co-creation of valuation has a direct influence on the consumption experience.

Theoretical-methodological contributions: This paper contributes to the Marketing literature by highlighting the impact of segmented service environments on the perception of similarity among consumers, which can generate social interaction and co-creation of value, resulting in a satisfactory consumption experience.

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Author Biographies

Nicole Stefanie Gomes dos Santos, Universidade Federal de Campina Grande – UFCG

Graduate student in Management

Edvan Cruz Aguiar, Universidade Federal de Campina Grande – UFCG

PhD in Administration from the Federal University of Pernambuco - UFPE

Adjunct Professor

Diliane Salustiano de Farias, Universidade Federal de Campina Grande – UFCG

Graduate student of Administration

Manoela Costa Policarpo, Universidad del País Vasco – UPV/EHU

PhD candidate in Administration

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