Made available in DSpace on 2016-04-28T20:19:21Z (GMT). No. of bitstreams: 1 2008 - Jucimara Martins dos Santos.pdf: 4936328 bytes, checksum: c3a6df22694e5aabbd58ccabaa3be80e (MD5) Previous issue date: 2008-09-04 / Not only eat quantities of nutrients and calories to keep the body functioning at an appropriate level: the act of eating understands, too, forms of expression and affirmation of social identities. It involves the selection, the choices, the occasions and rituals that may be organized and classified in order to understand the social dynamics that takes place in the human experience of living day to day. Culture and consumption, thus, processes are interconnected and inseparable and only makes sense to discuss them within a specific cultural scheme. The objective of this case study was to understand the processes that occur in the restaurant that Nutrinatural stimulated, either formally or informally, retention and hence the loyalty of customers . The locus of the research was the natural food restaurant in the self-service kilo, Nutrinatural. To develop the work, we need to contextualize the locus of the study and the city where he falls; describe the structure and ways of operating the restaurant, identifying the situations that lead customers to return to the restaurant; understand the levels of sociability established between customers and employees, customers and the owners of the restaurant. We chose to develop a study with the basic qualitative ethnographic perspective through coday visit to the restaurant. This co-trip took one to two times per week on different days and times. The report was prepared from the participatory observation and informal conversations with customers in time for lunch, for 11 months (May 2007 to March 2008), and through semi-structured interviews with 12 clients who attend the restaurant so continuous, and also with the owners. The results were classified according to the principle of saturation in 05 categories. It has been proved that the keynote to the process of loyalty in the study, is related to the feeling of being in the family is doing Nutrinatural meals in the restaurant. The sociability proved to be as important as the health and flavor. / N?o comemos apenas quantidades de nutrientes e calorias para manter o funcionamento corporal em n?vel adequado: o ato de comer compreende, tamb?m, formas de express?o e afirma??o de identidades sociais. Envolve a sele??o, as escolhas, as ocasi?es e os rituais que podem ser organizados e classificados com vistas a compreender a din?mica social que se desenrola na experi?ncia humana do viver o dia-a-dia. Cultura e consumo, assim, s?o processos interligados e indissoci?veis e s? faz sentido discuti-las dentro de um esquema cultural espec?fico. O objetivo deste estudo de caso foi compreender os processos que ocorrem no Restaurante Nutrinatural que estimularam, formal ou informalmente, a reten??o e, logo, a fideliza??o dos clientes. O l?cus da pesquisa foi o restaurante de comida natural self service a quilo, Nutrinatural. Para desenvolver o trabalho, precisamos contextualizar o l?cus do estudo e o munic?pio em que ele se insere; descrever a estrutura e as formas de funcionamento do restaurante; identificar as situa??es que levam os clientes a retornarem ao restaurante; compreender os n?veis de sociabilidade estabelecidos entre os clientes e os funcion?rios, os clientes e as propriet?rias do restaurante. Optou-se por desenvolver um estudo de base qualitativa com perspectiva etnogr?fica atrav?s da co-visita di?ria ao restaurante. Esta co-visita se deu de uma a duas vezes por semana em dias e hor?rios diferentes. O relato foi elaborado a partir da observa??o participativa e das conversas informais com os clientes nos hor?rios de almo?o, durante 11 meses (maio de 2007 a mar?o de 2008), e atrav?s de entrevistas semi-estruturadas com 12 clientes que freq?entam o restaurante de forma cont?nua, e tamb?m com as propriet?rias. Os resultados foram classificados segundo o princ?pio de satura??o em 05 categorias. Comprovou-se que a t?nica para o processo de fideliza??o, no estudo, est? relacionada ? sensa??o de estar em fam?lia ao se fazer as refei??es no Restaurante Nutrinatural. A sociabilidade mostrou-se t?o importante quanto a saudabilidade e o sabor.

Made available in DSpace on 2014-12-17T13:53:19Z (GMT). No. of bitstreams: 1 SamaraCMN.pdf: 406492 bytes, checksum: f19dc4472be37ff251247e9cb8f90ab0 (MD5) Previous issue date: 2008-07-31 / This study aims to understand the effects of the mobile marketing use as a relationships tool for companies that operate locally, because of the lack of information about this new marketing tool, as well as the scarcity of studies in this area. This is an exploratory and qualitatively study, based on primary sources, raised through books, articles in the marketing area and the telecommunications industry organs as well as secondary sources. With the purpose to look into the issue, a semi-structured interview is made with the companies managers of the sectors of trade and services in Natal-RN. The advances in technology allow an important discussion focused on the marketing in the new communication technologies scenario. It appears that the mobile marketing adoption and use by local companies is already a reality and companies are awake to changes and technological innovations accessible, especially the mobile telephony as well as convergence with other media. There is, however, that the use of technologies offered by mobile marketing is still limited to the sending of text messages (SMS), despite the numerous possibilities of it use. Moreover, the results obtained with mobile marketing use show that companies can identify them, but there is no effective monitoring in quantity and financial terms. Only affect sales growth and support for progress in loyalty with customers. It shows up that the mentality of not measuring the results still in the plan of changes and technological innovations. The data allow saying that the mobile marketing is a reality, however has not yet signed as a tool for carrying out campaigns and marketing tool for loyalty of customers, despite presenting a wide range of possibilities to streamline and make more effective the marketing businesses process / O presente estudo tem como objetivo compreender os efeitos do uso do mobile marketing como ferramenta de relacionamento para as empresas que atuam localmente, devido a pouca divulga??o e conhecimento desta nova ferramenta de marketing, assim como da escassez de estudos nesta ?rea. Trata-se de um estudo explorat?rio e qualitativo, com base em fontes prim?rias, levantadas atrav?s de livros, artigos na ?rea de marketing e ?rg?os de setor de telecomunica??es al?m de fontes secund?rias. Realizou-se entrevista semi-estruturada junto aos gerentes de empresas dos setores de com?rcio e servi?os que atuam em Natal-RN. Os avan?os na ?rea tecnol?gica permitem uma discuss?o importante voltada para o marketing nesse cen?rio de novas tecnologias de comunica??o. Verifica-se que a ado??o e o uso do mobile marketing pelas empresas locais j? ? uma realidade e as empresas est?o antenadas ?s mudan?as e inova??es tecnol?gicas acess?veis, sobretudo no que se refere ? telefonia m?vel, bem como a converg?ncia com outras m?dias. Constata-se, por?m, que o uso das tecnologias proporcionadas pelo mobile marketing ainda est? limitado ao envio de mensagens de texto (SMS), apesar das in?meras possibilidades de utiliza??o desse ve?culo de comunica??o. Al?m disso, os resultados obtidos com o uso do mobile marketing mostram que as empresas conseguem identific?-los, por?m n?o h? um acompanhamento efetivo em termos quantitativos e financeiros. Apenas afetam o incremento das vendas e corrobora para o avan?o na fideliza??o com clientes. Percebe-se que a mentalidade de n?o mensura??o de resultados continua mesmo no plano de mudan?as e inova??es tecnol?gicas. Os dados autorizam afirmar que o mobile marketing ? uma realidade, no entanto ainda n?o se firmou enquanto ferramenta de realiza??o de campanhas de marketing e ferramenta de fideliza??o de clientes, n?o obstante apresentar um amplo leque de possibilidades para dinamizar e tornar mais efetivo o processo de marketing das empresas