| Abstract [eng] |
Clients perceived participation value in the beauty services market is analyzed in the master‘s work. There are reviewed conception of clients participation in value creation, participation forms and levels, conception of perceived participation value in the conceptional part. The important attention is focused on analysis of perceived benefits and costs of clients participation. The research was made questioned clients, who are participating in beauty services. The purpose of the research is to identify, what are perceived benefits and costs of clients participating in value creation. There was used survey method – written and online surveys. In total, there were 697 respondents surveyed. Data analysis was used this statistical methods – factor analysis, chi-squire criterion, regression analysis. Also there was used qualitative content analysis method to analyse suggestions of respondents. There are analyzed, what forms and levels clients of beauty services are participating, what benefits and cots they perceive. There was also analyzed the suggestions of clients for their more active participation in beauty services market. There was found, that conception of client participation in value creation most of the authors is associated with involvement degree. Clients can participate directly („face to face“) and indirect (on internet, by phone). There are mostly identify the low, medium and high levels of participation in the literature. In this thesis, the value is understood as a difference between clients perceived benefits and costs, based on service - dominant logic approach to value. Clients perceived benefits and costs of participation can be divide to tangible and intangible. |
