Estudio de la influencia de los elementos de servucción de los modelos moleculares en la percepción de tangibilización del servicio de las barberías de Cuenca

Abstract

This research analyzes the influence of servuction elements (infrastructure, service provider, and contact personnel) and molecular models (haircut; haircut + beard; haircut + facial; haircut + beard + eyebrows + facial; and haircut + facial + hair removal) on the perception of service tangibilization (price, brand, and usage situation) in barbershops in Cuenca, among men aged 18 to 29. The study adopts a mixed-methods approach, combining exploratory and conclusive descriptive cross-sectional methods. In the first phase, a qualitative methodology is applied through focus groups, aiming to deepen the understanding of users’ perceptions regarding service tangibilization. Subsequently, a quantitative methodology is employed through surveys. The findings reveal that prioritizing servuction elements directly influences clients’ perception of the service. A high valuation of the provider (personalized attention) and contact personnel (appointment management) shifts preferences from price toward brand. Likewise, the importance of infrastructure (location and cleanliness) emphasizes the usage situation. The complexity of the service, defined by the molecular model, only affects perception during regular maintenance and emergency visits, guiding evaluation toward physical evidence and implicit promises, but loses significance in other contexts. Furthermore, price impacts simpler services, such as haircuts, but not more complex models.