Effect of social comparison and customer value co-creation on perceived value: evidence from Dar es salaam hair salons in Tanzania
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Date
2016
Authors
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Journal ISSN
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Publisher
University of Dar es Salaam
Abstract
The study examines the effect of social comparison and customer value co-creation on perceived value of customers in the salons at Dar es Salaam. The study used non probability sampling based on conveniently selected respondents in the conveniently selected salons. Data was collected using structured questionnaires from convenient sample of 271 customers in conveniently selected salon where 225 fully filled questionnaires were returned. In addition, the data was analysed using descriptive statistics, one sample t-test and multiple regression analysis with the guidance of theories such as customer to customer interaction theory, social comparison theory and customer value co-creation theory. The study found that majority of respondents visiting salons were of age 18 to 35, single and most of them were employed. Despite the fact that they do not have high monthly income, the respondents managed to style their hair twice in a month. Majority of the respondents revealed to have downward comparison. The result shows the existence of significant relationship of social comparison and customer value co-creation to customer perceived value with R2 of 36.2%. Also, upward comparison has decreased while downward comparison has increased the prediction rate of social comparison and value co-creation in affecting customer perceived value. The main contribution of the study findings is for the training institute courses, salon owners and the buildings’ architects that should know the importance of designing salon surroundings so that it can facilitate social comparison and value co-creation.
Description
Available in printed form, East Africana Collection, Dr. Wilbert Chagula Library, Class mark (THS EAF HF5415.33.T34M353)
Keywords
Forest management, Sustainable forestry, Kikole village, Tanzania, Kilwa village
Citation
Mcharo, L. C (2016) Effect of social comparison and customer value co-creation on perceived value: evidence from Dar es salaam hair salons in Tanzania. Master dissertation, University of Dar es Salaam. Dar es Salaam.