In today's competitive marketplace, relationship marketing has become an important factor. Companies want to achieve customer loyalty through sustainable long-term relationships with customers, especially in the service industry. Thus, companies implement loyalty programs, and conduct consumer research to evaluate the success of these programs. The customer satisfaction construct, is often used by companies to measure the level of satisfaction of their customers. However, previous literature argues that this construct conceal negative emotions. Therefore, the authors have chosen to investigate one type of negative emotion, namely frustration, within frequent flyer programs. The purpose of this thesis is to explore and identify what incidents cause frustration for members within the SAS EuroBonus program. The authors’ goal is to tap into customer frustration, as well as different types of sensations and the underlying incidents that create these sensations. This study will further investigate what impact customer frustrations can exert on program members’ behaviour towards the SAS EuroBonus program. The research method chosen for this thesis was of qualitative nature; the primary data were collected using a single case study, with semi structured interviews, conducted with members of the SAS EuroBonus program of Silver level or higher. The findings from this research reveal that even though individuals claim to be satisfied, negative emotions and concealed frustration is evident. The incidents found in this case study concern qualification barriers, inaccessibility, no additional value, additional costs and service. These incidents resulted in both strongly and weakly felt frustration sensations, which in turn led to three categories of frustration behaviours, namely avoidance, protest and passive behaviour.

Esta pesquisa tem como objeto de observação a Identidade Visual e o ambiente cultural formado em torno dos clubs de música eletrônica da cidade de São Paulo. Procuramos compreender como essa cultura peculiar, que tem na música seu elemento transformador, se modificou e deu forma às diversas modalidades de expressão estética das quais faz uso. Objetivamos identificar os elementos definidores da linguagem adotada em seus projetos de Identidade Visual que são justificados, em parte, pela procura do estabelecimento de vínculos de afinidade com o público. Para tanto, documentamos e analisamos a produção de design e de arquitetura de interiores de clubs surgidos na cidade durante as décadas de 1980, 1990 e 2000, privilegiando, ambiências, marcas e flyers. Buscamos, ainda, revelar histórias, autores e características peculiares dessa produção, e os valores cultuados pelo meio. A significativa efemeridade que caracteriza a cena nos impõe a necessidade de delimitação criteriosa do campo da pesquisa, selecionando uma amostragem panorâmica que permite uma leitura elucidativa e reflexiva dos fatos. Para tanto, apresentamos de forma concisa a história da música eletrônica, distinguindo os elementos definidores de sua linguagem, assim como as manifestações da cultura jovem associadas a essa música e aos seus ambientes de consumo. Observa-se neles um compartilhamento intenso de conhecimentos, hábitos e gostos, que, em grande medida, configuramessa cultura particular, a Cultura Club. / This research aims to survey the visual identity and cultural environment formed around the electronic music clubs in the city of São Paulo. We seek to understand how this peculiar culture, which founded in music its transforming point, has changed and shaped the various forms of aesthetic expressions it uses. We want to identify the defining elements of the language adopted in these Visual Identity projects, which are justified, in part, by the search of establishing ties of affinity with the target public. Thus, we reported and analyzed the design production and interior architecture of the clubs built in the city during the 1980s, 1990s and 2000s, focusing in ambiences, brands and flyers. We also seek to reveal stories, authors and unique characteristics of this production and values practiced by this specific group. The significant efemerity that characterizes the scene imposes the need of a careful delineation of the research field, selecting a panoramic sample that allows us an informative and reflective reading of the facts. Therefore we present a brief history of the electronic music, distinguishing the defining elements of its language as well as the manifestations of a youth culture associated with this music and its consumption environments, where can be noticed in an intense sharing of knowledge, habits and tastes, which largely formed this particular culture, the club culture.

Esta pesquisa tem como objeto de observação a Identidade Visual e o ambiente cultural formado em torno dos clubs de música eletrônica da cidade de São Paulo. Procuramos compreender como essa cultura peculiar, que tem na música seu elemento transformador, se modificou e deu forma às diversas modalidades de expressão estética das quais faz uso. Objetivamos identificar os elementos definidores da linguagem adotada em seus projetos de Identidade Visual que são justificados, em parte, pela procura do estabelecimento de vínculos de afinidade com o público. Para tanto, documentamos e analisamos a produção de design e de arquitetura de interiores de clubs surgidos na cidade durante as décadas de 1980, 1990 e 2000, privilegiando, ambiências, marcas e flyers. Buscamos, ainda, revelar histórias, autores e características peculiares dessa produção, e os valores cultuados pelo meio. A significativa efemeridade que caracteriza a cena nos impõe a necessidade de delimitação criteriosa do campo da pesquisa, selecionando uma amostragem panorâmica que permite uma leitura elucidativa e reflexiva dos fatos. Para tanto, apresentamos de forma concisa a história da música eletrônica, distinguindo os elementos definidores de sua linguagem, assim como as manifestações da cultura jovem associadas a essa música e aos seus ambientes de consumo. Observa-se neles um compartilhamento intenso de conhecimentos, hábitos e gostos, que, em grande medida, configuramessa cultura particular, a Cultura Club. / This research aims to survey the visual identity and cultural environment formed around the electronic music clubs in the city of São Paulo. We seek to understand how this peculiar culture, which founded in music its transforming point, has changed and shaped the various forms of aesthetic expressions it uses. We want to identify the defining elements of the language adopted in these Visual Identity projects, which are justified, in part, by the search of establishing ties of affinity with the target public. Thus, we reported and analyzed the design production and interior architecture of the clubs built in the city during the 1980s, 1990s and 2000s, focusing in ambiences, brands and flyers. We also seek to reveal stories, authors and unique characteristics of this production and values practiced by this specific group. The significant efemerity that characterizes the scene imposes the need of a careful delineation of the research field, selecting a panoramic sample that allows us an informative and reflective reading of the facts. Therefore we present a brief history of the electronic music, distinguishing the defining elements of its language as well as the manifestations of a youth culture associated with this music and its consumption environments, where can be noticed in an intense sharing of knowledge, habits and tastes, which largely formed this particular culture, the club culture.