Customer experience (CX) e branding: a construção de marcas nas barbearias de São Luis-Ma a partir da perspectiva do sistema produto-serviço (SPS)

Abstract

In times of high competition, focusing on a single strategy is a risk to the continuity of any company. It is necessary to be aware of market changes, in the market context and, mainly, in customers. Customers are more critical, seeking to know more about products, exchanging experiences with other users and that, in business management, has a strong impact on the corporate image. Thus, with the technological ease, companies need to be prepared to differentiate themselves from each other regarding the search for companies in social network, on a complaints department site and evaluation of customer9s assistance. From this premise, and based on Schmitt's studies (2000) in which experiences also connect the company and the brand to the customer's way of life and with what Kotler (2000) corroborates that organizations systematically work to build a solid and positive image in the minds of its audience, this article aims to analyze the impact9s degree of the Customer Experience (CX) for the construction of barber shops new brands in São Luís. This research was classified as a field and exploratory study of case, and it used a questionnaire to hear the opinion of 57 barbershop users in São Luís (MA). The main results show that customers are motivated by other aspects of the system and, not only by the services received, in addition, they seek to live experiences that meet their needs, achieve prices they can afford, quality requirements and, mainly, they seek to have excellent assistance (item of maximum importance for 68.4% of respondents to express the degree of satisfaction and the reasons for going to a barbershop). It is significant that good service attached to effective technologies that provide a good customer experience aligned with brand management is a strategy that can result in customer loyalty