Entrepreneurship in barber shops

an analysis of innovation processes to improve customer service

Abstract

The constant technological evolution has been causing old business models to be updated, so that the barbershop segment is one of the market niches that has changed significantly with this evolution. Thus, this article aims to analyze the innovation processes as driving elements for improving customer service, from the perspective of entrepreneurs and customers of barbershops in the municipality of Terra Rica – PR. This research proposal is justified by demonstrating the importance of continuous development, innovation, and creativity in the quality of services offered to customers, which contributes to the expansion of companies' market share. Regarding classification, it is a qualitative, descriptive research conducted with entrepreneurs and customers from three barbershops. Primary data were collected through semi-structured interviews, totaling 39 people (3 entrepreneurs and 36 customers), analyzed using content analysis technique. The results indicate that many customers do not see the barbershop as just a place to get a haircut, but also as a place where they can go to socialize and create new circles of friendships. Thus, it was found that entrepreneurs have a long-term vision for their own businesses and, through innovation, seek to differentiate their businesses through the new concept of barbershops, which contrasts greatly with the traditional hair cutting salon model that was prevalent until then.

Keywords: entrepreneurship; innovation; barbershops; customer service.