The influence of co-creation on trust and loyalty in personal trainer services

Abstract

The article aims to identify the influence of co-creation on trust and loyalty in Personal Trainer services. A survey was conducted with 120 respondents. The statistical technique used was Structural Equation Modeling (SEM), by which the conceptual model was tested. The studies about the co-creation concept have been presenting a rise in publications, especially since the last decade. This rise results from the interest of different fields of knowledge. In the cocreative company, individuals participate with involvement in the company’s activities. The link well demonstrates the union of the two sides company/consumer, which results in increased trust and loyalty in their services. In the Personal Trainer’s field, in which he faces a constant transformation of his clients, using this tool is of fundamental importance for professional growth. The results show that co-creation has a positive influence on building a relationship of trust and loyalty between clients and service provider. Through this study we realized that cocreation when well introduced, results in increased trust, consequently, loyalty of Personal Trainer clients, because a planned relationship practice promotes greater customer perception of the service provided. Throughout the research, situations emerged that lead to future studies and demonstrate that the concept of co-creation contributes to increased customer trustworthiness and loyalty.