Made available in DSpace on 2015-12-03T18:33:01Z (GMT). No. of bitstreams: 1 Fernando_Nogueira_Debessa.pdf: 561703 bytes, checksum: 5b4d9deec9001533b8bdd4c8b74e710e (MD5) Previous issue date: 2005-03-16 / The customer perceived value construct has been object of interest among researchers during the last decade, complementing the satisfaction construct. The current exploratory study discourse about perceived value in services companies, where it was searched restaurants consumers on Sundays lunches, with their families in S??o Paulo city. It firstly accomplished a qualitative research, through a focus group and two depth interviews, where they were identified forty variables about value perception of restaurant consumers, on Sundays lunches, with their families in S??o Paulo city. Afterwards with the obtained data, it was elaborated a research instrument in Likert scale, which was applied to a sample of 320 people. Through a factorial analysis were identified four important value perceptions of restaurant consumers, on Sundays lunches, with their families in S??o Paulo city: cleaning, respect, differentiation and child attention. It was identified with discriminant analysis that women observed more value perceptions related with cleaning, while men perceptions are more related with respect. It also was identified that families which lunch with children give more value to child attention, while the families witch lunch childless are more interested in the respect factor, specifically they think that restaurants owners do not worry about their clients' fidelity. The study also identified three main characteristics that these consumers valorize most: food, cleaning and assistance. This research brings reflections on the concept of perceived service value in restaurants, and its methodology and results should be used in future researches to expand knowledge on this segment or others. / O constructo do valor percebido do consumidor tem sido objeto de interesse entre pesquisadores na ??ltima d??cada complementando o constructo da satisfa????o. O presente estudo explorat??rio discorre sobre o valor percebido em empresas de servi??os, onde foram pesquisados consumidores de restaurantes nos almo??os com suas fam??lias aos Domingos na cidade de S??o Paulo. Primeiramente realizou-se uma pesquisa qualitativa, atrav??s de um grupo de foco e duas entrevistas de profundidade, onde foram identificadas quarenta vari??veis sobre percep????o de valor dos consumidores nos almo??os com suas fam??lias aos Domingos na cidade de S??o Paulo. Posteriormente com os dados obtidos, foi elaborado um instrumento de pesquisa em escala Likert, que foi aplicado a uma amostra de 320 respondentes. Atrav??s de an??lise fatorial foram identificadas quatro importantes percep????es de valor dos consumidores nos almo??os com suas fam??lias aos Domingos na cidade de S??o Paulo: limpeza, respeito, diferencia????o e aten????o ao p??blico infantil. Foi identificado atrav??s de an??lise discriminante que as mulheres observaram mais percep????es de valor relacionadas com limpeza enquanto os homens percep????es relacionadas com o respeito. Tamb??m foi identificado que as fam??lias que almo??am com crian??as valorizam a aten????o diferenciada ao p??blico infantil, enquanto que as fam??lias que almo??am sem crian??as est??o mais interessadas no fator respeito, especificamente acham que os donos dos restaurantes n??o se preocupam com a fidelidade de seus clientes. O estudo tamb??m identificou tr??s principais caracter??sticas que estes consumidores mais valorizam: comida, limpeza e atendimento. Este estudo traz reflex??es sobre o conceito de valor percebido de servi??os em restaurantes, e sua metodologia e resultados poder??o ser utilizados em pesquisas futuras para amplia????o dos conhecimentos neste ou em outros segmentos.