Dynamics of Quality Perception in a Social Network: A Cellular Automaton Based Model in Aesthetics Services

An attempt was carried out to simulate interactions between customers and providers, and understand the rationality of a social network using a cellular automata model. A longitudinal research study was conducted, based on a dyadic perspective in aesthetics clinics, approaching clients and service providers. The evolution of opinions regarding the associated service quality was then modeled with a cellular automaton. Based on an existing and valid scale of service quality, six semi-structured interviews with clients and service providers were carried out. The indicators were then refined and two quantitative surveys were performed, with a time interval of four months. A cellular automaton rule was then searched for that could simulate the network rationality between the two surveys. The proposed cellular automaton model achieved an accuracy of 73.80%, a higher value than the ones typically found in linear regression models of the service quality literature. The simulation allowed to understand which behaviours adopted by providers and customers generate an improved perception of service quality. The simulation also identified dissatisfied individuals in the social network and the way they influence the network. These findings may help managers to control employees’ conducts and the service performance.