Made available in DSpace on 2016-12-01T19:18:43Z (GMT). No. of bitstreams: 1 77556.pdf: 809117 bytes, checksum: e75eb676f8065dd7d96bc0358b0659a5 (MD5) Previous issue date: 2007-09-28 / Coordenação de Aperfeiçoamento de Pessoal de Nível Superior / The service of video rental is going through a transition moment due to the change in media and also the growing tendency of movies piracy. The conjunctures related to the segment impose to the video rental stores a new manner to see the relationship with customer, with employees and with suppliers. The transposition of this period of crisis can be accomplished by the implementation of the relationship marketing as a philosophy. Based on this presumption, the research analyzed comparatively the relationship marketing actions already implemented by the video rental stores, with emphasis in what is dimensioned for the consumer market, internal client market and suppliers market. The link of Peck et al (1999) perspectives with the relationships idealized by Gummesson (2005) composite a theorical model which shaped the structure of relationships regard as the market evaluated. Considering the customer s market, it was observed that a significant fraction of external clients judge themselves as loyal to video rental stores. However, they only attribute this to the concept of the first alternative and not necessarily in a comportment of exclusivity. Besides this posture, the majority of the rental customers would be willing to recommend the rental company to others. The managers of video rental companies implement more promotional actions directed to the immediate increase of the sales volume and do not preserve a longlasting relationship with the client. For these companies, the differentiated treatment given to the old clients is driven by an informal manner, result of a long term interaction that creates friendship links among public and employees. To the managers, the foundation for the differentiation of the rental company is the service. According to the movies representatives, the relationship between video rental companies and suppliers is characterized by the insufficient understanding of the managers regarding their clients. The relations between video rental companies and the employees were positively evaluated in a manner that even the internal clients, that consider themselves without autonomy, are satisfied with the position occupied. The conclusions of this study highlight that the other markets of Peck et al (1999) should be considered taking into account that it interfere directly in the level of competitiveness of the companies / O serviço de videolocação passa por um momento de transição em virtude da mudança de mídia e da crescente ameaça da pirataria de filmes. As conjunturas relativas ao segmento impõem às videolocadoras uma nova forma de encarar o relacionamento com o consumidor, com os funcionários e com os fornecedores. A transposição deste período de crise pode pautar-se pela implementação do marketing de relacionamento como uma filosofia e é a partir deste pressuposto que a pesquisa propôs-se a analisar comparativamente as ações de marketing de relacionamento já implementadas pelas videolocadoras, atribuindo ênfase ao que é dimensionado para o mercado de consumidores, para o mercado de clientes internos e para o mercado de fornecedores. A união das perspectivas de Peck et al (1999) com os relacionamentos vislumbrados por Gummesson (2005) compôs um modelo teórico que traçou patamares de relações conforme o mercado avaliado. No que se refere ao mercado de consumidores, observou-se que significativa parcela de clientes externos se intitulam fiéis à videolocadora, todavia apenas a atribuem o conceito da primeira alternativa e não necessariamente de exclusividade. Apesar deste posicionamento, a maioria dos locatários se apresenta disposto a recomendar a empresa de videolocação para terceiros. Os gestores das videolocadoras, por sua vez, implementam mais ações promocionais direcionadas ao aumento imediato do volume de vendas e não com o escopo da construção de um relacionamento duradouro com o cliente. Para estes, o tratamento diferenciado para os clientes antigos se dá de maneira informal, resultado da interação de longa data que acarreta vínculos de amizade entre público e funcionários. Para os gestores, os alicerce da diferenciação da videolocadora é o atendimento. Percepção esta reforçada pela classificação positiva dos consumidores acerca do atendimento dispensado pelos funcionários. O relacionamento entre a videolocadora e os fornecedores se pontua pelo insuficiente conhecimento do gestor acerca de sua clientelas, segundo os representantes de filmes. As relações entre a videolocadora e os funcionários foram avaliadas positivamente ao passo que mesmo os clientes internos que se consideram sem autonomia, entendem-se satisfeitos com a função que exercem. As conclusões do estudo ressaltam que os demais mercados de Peck et al (1999),devem ser considerados tendo em vista que interferem diretamente no nível de competitividade das empresas foco do trabalho

Finding a boot that fits comfortably in a ski rental shop can be a difficult and tedious task for many people. Having properly fitting boots is important to prevent injuries in the user and reduce the risk of accidents happening on the mountain. The goal of this master thesis was to develop a tool that could make it easier for the customers in a ski rental shop to find the right boot for them. This was done by first sending out surveys to students at LTU and Swedish rental stores and interviewing rental store staff. It was found that a lot of the students don’t want to take the time to properly test their boots in the shop and that the staff don’t feel like they have the time to properly measure and fit every customer with a proper set of boots. It was theorised that making the measuring of the foot easier, faster, and more thorough would increase the chances of customers finding the right set of boots. The measurements that need to be taken for a proper boot matching to be made were found to be foot length, foot width, instep height, and calf volume. Through a design process combining a convergent/divergent and an iterative phase a tool that can take these measurements was designed and developed. The tool is a sock with built in stretch sensors that align themselves on the user’s foot in the correct places as the user puts on the sock. With a microcontroller the sock takes the measurements and sends them wirelessly to a screen that is placed in the store making it easy for the user to read the measurements. On the screen the user can also see what boot they are recommended to rent based on the measurements and book them directly on the screen.

The subject of this thesis are now almost extinct brick and mortar video rental stores that were a crucial film distribution window between theatre and television premiere only a few decades ago. The research focuses on the arrival of video rental stores run by small private entrepreneur in Prague 1990-1995 right after the country reinstalled its market economy. The text tries to reconstruct, describe and analyse six particular places of business via interviews with their owners and further archive materials - and in addition maybe ascertain reasons of their closure / continuance after 1995. Part of the thesis is also a list of 90 addresses of Prague video rental stores from around that time and basic figures of their arrangement.