Die Honorarberatung befindet sich überall in Europa auf dem Vormarsch. Sie ist eine von Regulierern geschätzte Alternative zur viel kritisierten Provisionsberatung. Im Widerspruch dazu verhalten sich Bankkunden zurückhaltend bis ablehnend. Dies wirft die Frage auf, worin die Ursachen liegen könnten. Mögliche Antworten werden auf Basis einer Choice-Based Conjoint-Analyse mit Kundenclusterung abgeleitet. Es zeigt sich, dass die Bankkunden gespalten sind. Eine kleine Gruppe von agilen, gut informierten, einkommensstarken Personen präferiert die Honorarberatung (6% aller Bankkunden). Währenddessen tendiert die große Masse der Kunden zur Provisionsberatung. Diese Masse zeichnet sich durch ein erstaunlich realistisches Bild von sich selbst aus. Sie hält sich für schlecht informiert und wenig erfahren, für unflexibel und nicht offen für Neues. Sie sucht ihr Heil in einem bedingungslosen Vertrauen zur Bank. Ein solches eröffnet Spielräume für opportunistisches Verhalten auch bei der Honorarberatung. Die Politik muss daher entweder die Honorarberatung regulatorisch gegen jede Art des Opportunismus absichern oder liberal agieren und Verstöße gegen den Vertrauensvorschuss ex post sanktionieren. / The transition to fee-based advisory is underway in Europe. The regulatory bodies consider this the preferred alternative in contrast to the commission-based agent approach. However, the same state of euphoria cannot be found among clients. Up until now, banking clients in Germany have been cautious, modest and reluctant. This prompts questions as to what could be the cause of such behaviour. Possible explanations can be found in a conjoint-analysis with client clustering. It can be shown that the behaviour of German clients in banking is divided. A small group of agile, well-informed individuals with high incomes prefers fee-based advisory services (6% of all clients). Meanwhile, the large majority of clients tend to prioritise the commission-based advisory service. Interestingly, this group is characterized by an astonishingly realistic picture of themselves. The clients consider themselves not properly informed, lacking experience, inflexible and not open for innovation. They seek salvation by granting unconditional trust to their banks. These clients cannot assess or judge if a new type of advisory method will offer any kind of advantage. If politics wants to promote the fee-based model it has to assure absolutely water-proof solutions, otherwise a resulting loss of confidence in case of misuse will be inevitable. Taking a more liberal approach, politics could leave several avenues open and instead sanction infringements of accredited trust.

This research is the outcome of a preeminent interest in the topic of price perception. Pointedly, the perception of prices is part of the purchasing process, the same willingness to pay and the actual purchase behaviour, and is indubitably a perceptual construct. As such, perception is problematic to measure as it does not relate to an observable behaviour. On the other hand, pricing is regarded as an important variable in the marketing mix. This research contributes to theory by augmenting the current knowledge on the perception of prices including the methods used in the measurement of such perception. Moreover, this research addresses a gap in the understanding of how diverse ethnic groups perceive prices. The relationship set in this study between ethnicity and price perception is thought-provoking as it contributes to the current discussion around diversity in the marketplace. For example, the literature shows advances in areas such as multicultural and ethnic marketing and this research makes a significant contribution to these areas from price perception. Accordingly, this study involved a systematic review of the literature and presented a framework that suggested that the formation of price perception is affected by external factors such as culture and ethnicity. Furthermore, a qualitative study examined the formation of price perception around ethnic groups. Next, this research used a quantitative study that sought differences in price perception among ethnic groups. Thus, the quantitative study used a price perception scale (Lichtenstein et al., 1993) and a choice-based conjoint analysis. Also, the study adopted structural equation modelling (SEM) to measure differences among scales and the multinomial logit model to analyse the choice-based conjoint analysis. The findings of both the quantitative and the qualitative studies link to the systematic review and support the framework for the formation and measurement of price perception originally proposed.

近年來企業社會責任蓬勃發展，落實企業社會責任的企業更具競爭優勢，因此越來越多企業投入企業社會責任領域。其中，公益活動是覆蓋CSR範圍最廣、企業參與程度最高的，即將企業社會責任視為企業的機會，從中創造與利害關係人的共享價值。 網路時代，常在新聞和社交媒體曝光的科技業的CEO，幾乎可以說是企業形象的代言人。本研究認為讓科技業CEO親自代言企業公益活動，應該更具說服力。同時，台灣的高科技產業，不僅是最早開始重視社會責任概念，也是表現最佳的產業。本研究選擇科技業的公益活動組合為研究主體，以了解消費者對於「何種類型的企業公益活動、於何地舉辦、由何種形象的企業執行長代言」所組成的公益活動適配組合之偏好程度。以及，何種公益適配組合對於不同的消費者來說是最有效的。藉由上述研究，獲得一個一般性的公益活動組合原則。 本研究主要使用聯合分析法進行分析，搭配單因子變異數分析和人口統計變數。最後，獲得以下結論： 1.對整體消費者而言，最重視的屬性依序為「公益活動地點」、「公益活動類型」、「企業執行長形象」。上述三個受測體最喜愛的水準分別為「台灣」、「環境保育－實踐綠色生產」和「守信細心的臉書－馬克·祖克柏」。 2.將消費者依生活型態分為四群：社交創新、流行時髦、務實進取及居家樂活。對不同生活型態的消費者而言，在公益活動類型的選擇上明顯各有所好；對企業執行長形象的偏好有略有差異性，但是在公益地點的偏好相同，皆最喜歡自身所在的台灣，最不喜歡距離遙遠的北歐。其中，社交創新集群，最重視企業執行長形象、公益活動類型和生活型態的一致性，視郭台銘和創新加速器為最適配的組合；流行時髦、務實進取及居家樂活集群，則喜歡「守信細心的臉書－馬克·祖克柏」，搭配較傳統的公益活動－實踐綠色生產及社區關懷。 / Recently, corporate social responsibility has become so flourish, in that implementation of corporate social responsibility embedded enterprises with more competitive advantage. And CSR is regarded as opportunities for enterprises, from which to create and share the value of stakeholders. That’s why more and more companies steps into the field of corporate social responsibility. Among all CSR activities, corporate philanthropies are the most extensive ones, for it involving the highest degree of business participation. In the age of Internet, we can often see the exposure of CEOs of the technology industry in news and social media, so they are sometimes be seen as the corporate image. Therefore, this research assumes that CEO could be a convincing spokesman for corporate philanthropies. Furthermore, Taiwan's high-tech industry is not only the first to pay attention to social responsibility, but also the best practice benchmark among all sectors. Therefore, this study attempt to find out an optimal combination of corporate philanthropies in the technology industry - "what type of corporate philanthropies, where, by what kind of image of the executive CEO endorsement," attracting customers most. And what kind of corporate philanthropies combination is the most efficient fit for consumers with different lifestyles? Through the research above, this study tries to establish general principles for compositions of corporate philanthropies. To analyze the preferences of consumers with different lifestyles, the researcher uses the conjoint analysis mainly, with ANOVA analysis and demographic variables. In conclusion, we obtain the best optimal compositions as follows: 1. For consumers as a whole, the most important attributes are "location of a cause ," type of philanthropy "and "CEO image" in descending order. The personal levels of each attribute are "Taiwan," "Environmental Conservation - Green Production" and "Careful- Mark Zuckerberg." 2. Consumers are divided into four groups according to lifestyles: (1)Innovative group: Taiwan, Star-ups accelerator, and Terry Gou. (2)Fashionable group, pragmatic group and contented group: Taiwan, Green production, and Mark Zuckerberg.

[pt] O presente estudo teve como objetivo principal determinar a importância relativa que as pessoas com deficiência visual dão aos atributos do serviço de restaurantes em momentos de lazer e a utilidade associada por tais consumidores aos níveis desses atributos. Para atingir esse objetivo, a parte empírica da pesquisa foi dividida em três etapas. Na primeira foram conduzidos grupos de foco com o objetivo de identificar os principais atributos de serviços e seus níveis para deficientes visuais em restaurantes. Na Etapa 2 foi aplicado um questionário e, com os resultados dessa survey, se passou à análise conjunta. Na Etapa 3 foram feitas observações e conduzidas entrevistas em restaurantes do Rio de Janeiro, visando verificar se os fatores apontados como mais relevantes para as pessoas com deficiência visual estão presentes em tais estabelecimentos. Os resultados da pesquisa apontaram cinco atributos como sendo os mais importantes: a ambiência, o atendimento, o formato da mesa, o acesso ao garçom e o cardápio. O acesso ao garçom teve a maior importância relativa, e o nível desse atributo com maior utilidade parcial foi o botão para chamar o garçom por meio de uma campainha. Foi possível identificar três clusters segmentando as pessoas com deficiência visual de acordo com as preferências relativas ao consumo em restaurantes. A terceira etapa mostrou que os restaurantes não são acessíveis. É necessário que invistam em mudanças de infra-estrutura e treinamento dos funcionários para que possam atender os consumidores com deficiência. Ao final são apontadas sugestões para estudos futuros e recomendações para praticantes. / [en] The main objective of the present study was to determine the relative importance given by visually-impaired people to the service attributes of restaurants as experienced during their leisure time, along with the respective associated utility of the services, as they were perceives by these users. In order to accomplish that, the empirical aspect of the research was divided in three stages. Focus groups were conducted in stage one, aiming to identify the primary service attributes and their levels regarding visually-impaired costumers in restaurants. On stage two a questionnaire was used and the results of this survey led to the conjoint analysis. Field observations and interviews were applied in restaurants in Rio de Janeiro during stage three with the intention to verify whether or not factors elected as being of greater importance to visually-impaired people were present in such restaurants. The results obtained with the research point to five attributes as the most important: the overall ambiance, costumer service, table configuration, access to service, and the menu. Access to service had the greater relative importance. The level of this particular attribute with higher partial utility was the button that triggers the buzzer. Furthermore, it was possible to identify three clusters that group visually-impaired people according to their relative preferences toward restaurant consumption habits. Stage three showed that restaurants are not accessible; infrastructure changes and staff training are necessary to accommodate visually-impaired consumers` needs. The final chapter addresses suggestions for future studies, as well as recommendations for practitioners.

Conjoint analysis is a popular method in consumer preferences research. One of the factors that caused the increasing popularity of this method in recent years is wide use of hierarchical Bayesian models which has been found invaluable in solving the problem of how to obtain reliable estimates of individual preferences without need for overloading respondents with too many conjoint tasks. First goal of my dissertation was to confirm whether the use of Bayesian models is the best choice under all circumstances or whether there are some limitations of this approach. For this purpose I conducted a study based on simulated datasets. Algorithm used enabled generation of datasets that differed in several parameters of interest but which were most comparable in other aspects. Results show that hierarchical models represent choice leading to highest accuracy in predicting respondents' choices in holdout tasks. Use of hierarchical models is most beneficial in the situation of strongly heterogeneous population yet limited amount of available data. In these cases we are able to capture the structure of heterogeneity with significantly lower number of choice task necessary from each respondent. Second goal of the dissertation was to answer the question whether we can increase also the effectiveness of the questioning in conjoint analysis by adding several direct questions. Suggested hybrid choice-based conjoint method (HCBC) combines conjoint analysis tasks with direct questions regarding the preference of levels for each attribute. These are used during the estimation of the model and for increasing the effectiveness if the conjoint analysis tasks design. The HCBC was compared with traditional choice-based conjoint (CBC) and adaptive choice-based conjoint (ACBC) based on practical study involving 421 respondents randomly assigned in one of three test groups. Suggested method has been found as useful alternative that can help with reducing number of choice task needed and as a solution for some situations when diverse importance of the attributes tested does not allow for indirect estimation of preferences with respect to all attributes tested.

[pt] De acordo com o levantamento do IBGE, mais de um terço dos brasileiros vive aquém de suas necessidades básicas de consumo. As conseqüências dessa desigualdade vêm se tornando insuportáveis para todos, principalmente com o aumento recente dos índices de criminalidade nos principais centros urbanos. O atual Governo brasileiro tem enfatizado bastante o envolvimento do meio empresarial na busca de alternativas para amenizar a situação de desigualdade e pobreza do país, além de uma atuação mais responsável e transparente perante a sociedade. Desta forma, o atributo de responsabilidade social tende a se tornar ainda mais valorizado pela sociedade e pelo público consumidor. O presente estudo suporta a idéia de que existe um segmento de mercado que considera o nível de responsabilidade social das empresas em suas decisões de compra. Os resultados empíricos mostram evidências de que alguns consumidores estão dispostos a pagar um pouco mais e até abrir mão de alguns atributos do produto para contribuir com um programa social. As empresas possuem, portanto, uma oportunidade de focar nesse público, atingindo seus objetivos, ao mesmo tempo em que contribuem para a sociedade. / [en] According to IBGE data, more than one third of Brazilians lives beyond basic consumption needs. The consequences of these social differences have become unacceptable for everyone, mainly due to the recent increase of urban criminality. The actual Government has emphasize a lot the involvement of companies in a way to find possible solutions to reduce this poverty and social differences, besides going toward a more responsible and transparent market actuation.. This way, social responsibility attribute seems to become even more important and valued by Brazilian society and consumers. This study supports the idea that there is a market segment that considers a company`s level of social responsibility in its purchase decisions. The empirical results shows sufficient evidence that some consumers would pay a bit more for the same product and even give up of some aspect of the product in order to contribute to a social cause. So companies have the opportunity of focusing on this segment, reaching their objectives, while contributing to the society.

Hintergrund: Die Behandlung von Menschen mit psychischen Störungen stellt seit Jahrzehnten ein sowohl bedeutsames Versorgungssegment als auch Forschungsgebiet dar. Die im Gesundheitswesen in den letzten 20 Jahren aufkommende Haltung hin zu einer stärkeren Patientenorientierung rückt Patienten als Nutzer von Leistungen der Gesundheitsversorgung und „Experten in eigener Sache“ in den Mittelpunkt des Geschehens (Coulter & Magee, 2003). Damit wird den expertenbasierten Therapieleitlinien ein wichtiger Akteur, der Betroffene selbst, gegenübergestellt. Die Entwicklung bisheriger Leitlinien fußt auf der Beurteilung der methodischen Studienqualität sowie relevanter Therapieoutcomes, die ausschließlich von Experten vorgenommen wird. Patienteneinschätzungen werden dabei bisweilen nicht integriert, obwohl gerade durch der Einbezug von Präferenzen, Vorstellungen und Wünschen der Patienten eine wesentliche Grundlage für optimale klinische Therapieentscheidungen darstellt (Haynes, Devereaux & Guyatt, 2002). Eine verstärkt patientenorientierte Haltung hätte damit Auswirkungen auf a) die klinische Versorgungspraxis und b) die Forschung. Der Weg einer gleichberechtigten Kommunikation und gemeinsamen Entscheidungsfindung von Behandler und Patient über Behandlungsstrategien und die Auswahl von Therapieoptionen verbessert potentiell Compliance, Selbstmanagement und Zufriedenheit der Patienten. Fragestellungen: Die vorliegende kumulative Promotionsarbeit (drei peer-reviewed Publikationen) setzt den Kerngedanken der Patientenorientierung um, indem Methoden zur patientenorientierten Forschung erprobt, durchgeführt und hinsichtlich ihrer Nützlichkeit diskutiert sowie empirische Erkenntnisse zur Bedeutung von Patientenpräferenzen in der Gesundheitsversorgung beigesteuert werden. Drei Fragestellungen stehen dabei im Fokus: 1) Wie gut lassen sich Conjoint-Analysen zur patientenorientierten Forschung im Rahmen der Versorgung von psychischen Störungen einsetzen (Beitrag I)? 2) Welche Therapieziele sind bipolar Betroffenen in der Behandlung bipolarer Störungen besonders wichtig (Beitrag II)? 3) Kann mithilfe eines komprimierten achtsamkeitsorientierten Verfahrens ein Beitrag zur Verbesserung der Versorgung der Allgemeinbevölkerung sowie zur Überbrückung langer Wartezeiten auf eine ambulante Psychotherapie geleistet werden (Beitrag III)? Methode: Die methodische Umsetzung einer patientenorientierten Forschung wird anhand des Beispiels der Conjoint-Analyse zur Messung von Patientenpräferenzen für spezifische Therapieziele dargestellt. Die inhaltlichen Beiträge setzen sich aus zwei Studien zur Behandlung einer schweren chronischen psychischen Erkrankung (bipolare Störung) und einer Untersuchung zur Förderung der psychischen Gesundheit (Stressbewältigung, Depressivität, Lebensqualität) im Beratungssetting zusammen. Ergebnisse: Die vorliegende Arbeit stellt zum einen mit der Conjoint-Analyse einen innovativen Ansatz zur Messung von Patientenpräferenzen zu Therapiezielen im Rahmen der Versorgung psychischer Störungen dar (patientenorientierte Forschung). Dazu werden bisherige conjoint-analytische Untersuchungen mittels formaler, methodischer und inhaltlicher Merkmale systematisiert und hinsichtlich Nützlichkeit sowie möglichen Grenzen diskutiert. Zum zweiten liefert die Arbeit Erkenntnisse hinsichtlich der von Patienten eingeschätzten Relevanz und Präferenz von Therapiezielen in der Behandlung bipolarer Störungen. Dabei wird ausgewiesen, worin Unterschiede in den Einschätzungen bestehen und diskutiert, welche Relevanz sich für die Versorgung von Menschen mit bipolaren Störungen ergibt. Zum dritten werden Effekte (Verbesserung der Stressbewältigung, Verringerung der Depressivität, Steigerung der Lebensqualität) eines im Rahmen der psychosozialen Beratungsstelle der TU Chemnitz angewandten achtsamkeitsorientierten Stresstrainings (AST) dargestellt. Die mit einer achtsameren Haltung von Trainingsteilnehmern einhergehenden verbesserten Werte bezüglich Stressverarbeitung, Depressivität und Lebensqualität (patientennaher Endpunkt) deuten auf das Potential von AST hin, als niedrigschwelliges Angebot der psychosozialen Beratung bestehende Versorgungsangebote (Überbrückung von Therapiewartezeit) zu ergänzen. AST stellt einen Ansatz zur patientenorientierteren Ausrichtung von Wartezeitüberbrückung dar, da objektiv sehr lange Wartezeiten auf einen Psychotherapieplatz bestehen und Patienten selbst darin Versorgungsbarrieren sehen. Eine Überbrückung würde Patienten entlasten und psychische Gesundheit bereits vor dem Beginn der Psychotherapie stabilisieren. Diskussion: Patientenorientierte Forschung liefert Beiträge zur Ergänzung bisheriger Erkenntnisse in der Versorgung von Menschen mit psychischen Störungen. Die Befunde zeigen, dass Vorstellungen und Wünsche von Betroffenen nicht immer deckungsgleich mit Expertensichtweisen sind und im Rahmen von Prozessen des Shared Decision Makings Beachtung finden sollten, um eine individuell ausgerichtete Behandlung zu erzielen. Die Conjoint-Analyse als methodischer Ansatz zur Messung von Patientenpräferenzen weist sowohl Nutzen (hohe interne Validität der Messungen) als auch Grenzen auf (geringe externe Validität). Um eine möglichst hohe Generalisierbarkeit der Ergebnisse zu gewährleisten, ist notwendig, die untersuchten Zieldimensionen a priori nach klinischer Praxistauglichkeit auszuwählen. Patientenorientierte Forschung ermöglicht eine gemeinschaftlichere Basis sowohl auf Mikro- (Arzt-Patient-Kommunikation) als auch auf Mesoebene (patientennähere Leitlinien).

Development is currently being driven towards products that are linked to sustainability. Products with a positive imprint in sustainability are becoming increasingly valuable to consumers, which in turn creates increased value for producers and suppliers. The current pricing tools do not have room to consider the value of the sustainable properties of new products. This is something that the wood industry is following and is now facing the challenge of estimating the value of sustainable production. The study aims to estimate a value for environmentally/climate-friendly products in the wood industry from a customer perspective. This has been done by performing a conjoint analysis using PAPRIKA (Potentially All Pairwise Rankings of all possible Alternatives), to determine the relative importance of 6 product properties. The results of the study show that price is the most important property of wooden floor decking. The mean weight of the 6 attributes included in the study is; price (25,0%), aging (21,9%), maintenance intervals (16,9%), climate impact (16,9%), dimensional stability (10,2%) and biocides (9,1%). The conclusion of the results is if the purpose is to cover the majority of consumers, several different products with different properties should be produced. The results also indicate that the weight for sustainability attributes can increase if the consumer becomes more informed and gains a broader knowledge of the meaning of the properties. / Utvecklingen drivs just nu mot produkter som anknyts till hållbarhet. Produkter med ett positivt avtryck inom hållbarhet blir allt mer värdefull för konsumenten vilket i sin tur skapar ett ökat värde för producenter och leverantörer. De nuvarande verktygen för prissättning har inte utrymme att överväga värdet för hållbara egenskaper hos nya produkter. Denna utveckling är en central del inom träindustrin, som nu står inför utmaningen att estimera värdet av en hållbar produktion. Studien syftar att estimera ett värde för miljö-/klimatvänliga produkter inom träindustrin från ett kundperspektiv. Detta har gjorts genom att utföra en conjointanalys med användandet av PAPRIKA (Potentially All Pairwise RanKings of all possible Alternatives), för att bestämma den relativa betydelsen för 6 produktegenskaper. Resultatet av studien visar att priset är den viktigaste egenskapen hos trallvirke. Medelvikten för de 6 egenskaperna som inkluderats i studien är; pris (25,0%), åldring (21,9%), underhållsintervall (16,9%), fossilt kolspår (16,9%), dimensionsstabilitet (10,2%) och biocider (9,1%). Slutsatsen av studiens resultat är om sortimentet för trallprodukter ska täcka majoriteten av konsumenterna, bör man ha flera olika produkter med olika egenskaper. Resultatet tyder också på att vikten för hållbarhetsattributen kan öka ifall konsumenten blir mer informerad och får en bredare kunskap om egenskapernas innebörd.

Die Honorarberatung befindet sich überall in Europa auf dem Vormarsch. Sie ist eine von Regulierern geschätzte Alternative zur viel kritisierten Provisionsberatung. Im Widerspruch dazu verhalten sich Bankkunden zurückhaltend bis ablehnend. Dies wirft die Frage auf, worin die Ursachen liegen könnten. Mögliche Antworten werden auf Basis einer Choice-Based Conjoint-Analyse mit Kundenclusterung abgeleitet. Es zeigt sich, dass die Bankkunden gespalten sind. Eine kleine Gruppe von agilen, gut informierten, einkommensstarken Personen präferiert die Honorarberatung (6% aller Bankkunden). Währenddessen tendiert die große Masse der Kunden zur Provisionsberatung. Diese Masse zeichnet sich durch ein erstaunlich realistisches Bild von sich selbst aus. Sie hält sich für schlecht informiert und wenig erfahren, für unflexibel und nicht offen für Neues. Sie sucht ihr Heil in einem bedingungslosen Vertrauen zur Bank. Ein solches eröffnet Spielräume für opportunistisches Verhalten auch bei der Honorarberatung. Die Politik muss daher entweder die Honorarberatung regulatorisch gegen jede Art des Opportunismus absichern oder liberal agieren und Verstöße gegen den Vertrauensvorschuss ex post sanktionieren. / The transition to fee-based advisory is underway in Europe. The regulatory bodies consider this the preferred alternative in contrast to the commission-based agent approach. However, the same state of euphoria cannot be found among clients. Up until now, banking clients in Germany have been cautious, modest and reluctant. This prompts questions as to what could be the cause of such behaviour. Possible explanations can be found in a conjoint-analysis with client clustering. It can be shown that the behaviour of German clients in banking is divided. A small group of agile, well-informed individuals with high incomes prefers fee-based advisory services (6% of all clients). Meanwhile, the large majority of clients tend to prioritise the commission-based advisory service. Interestingly, this group is characterized by an astonishingly realistic picture of themselves. The clients consider themselves not properly informed, lacking experience, inflexible and not open for innovation. They seek salvation by granting unconditional trust to their banks. These clients cannot assess or judge if a new type of advisory method will offer any kind of advantage. If politics wants to promote the fee-based model it has to assure absolutely water-proof solutions, otherwise a resulting loss of confidence in case of misuse will be inevitable. Taking a more liberal approach, politics could leave several avenues open and instead sanction infringements of accredited trust.

[pt] O propósito deste trabalho foi analisar as características relevantes de um sistema de distribuição eletrônica para hotéis usando diretrizes baseadas no mercado e explorando variantes para diferentes segmentos de mercado. Neste estudo, foram entrevistados 116 indivíduos, usuários de Internet. Os entrevistados responderam um questionário aplicado pela Internet. Este questionário subsidiou a composição do serviço, utilizando o método de análise conjunta. Posteriormente, os respondentes foram segmentados, a partir de suas utilidades, utilizando a análise de clusters. Os entrevistados também avaliaram afirmativas que buscavam corroborar os resultados obtidos nas análises e levantar informações adicionais. Na segmentação também foram utilizados dados demográficos e psicográficos dos respondentes. Os resultados revelaram os atributos relevantes para a composição do serviço e forneceram subsídios para a segmentação do serviço para diferentes mercados. / [en] The propose of this work was to analyze the optimal combination of attributes for an electronic distribution system for hotels. The study was based on consumer´s interviews and variations for different market segments were explored. In this study, 116 individuals had been interviewed and the questionnaire was applied by the Internet. The questionnaire subsidized the composition of the service using the method of Conjoint Analysis. The utilities obtained in this first part were used to segment the respondents using Clusters Analysis. The respondents had also evaluated some affirmations with the objective to corroborate the previous results and to obtain additional information. Demographics and psychographics data had also been used in the segmentation part. The results had showed the optimal combination of attributes for the composition of the service and allowed the segmentation of service for different markets.