THE SENSE OF BELONGING IN THE VALUE CO-CREATION IN SPORTS SERVICES: EVIDENCE FROM THE FITNESS BUSINESS

Abstract

The fitness customer experience journey is observed in this exploratory research, in which 15 consumers from two service-oriented gyms, not members of chains, one in Alphaville (Barueri/SP) and the other in Savassi (Belo Horizonte/MG), participated in semi-structured interviews. From more than 3 hours of recording and a hundred pages of transcription, it was possible to propose a conceptual model of how the tangible, technical service and belonging dimensions intertwine each other, allowing the gym customer to co-create value in their experience of usage. It was concluded that 1) services also have a tangible dimension; 2) despite all the academic-technical staff preparation, users want to co-produce their experiences; 3) the feeling of belonging, in addition to engaging in the value co-creation, is a dimension that can alleviate any discomfort arising from experiences in the other dimensions. The user's self-efficacy can moderate the importance of belonging.