Submitted by Caroline Xavier (caroline.xavier@pucrs.br) on 2017-06-30T18:22:31Z No. of bitstreams: 1 TES_ALINE_HOPNER_COMPLETO.pdf: 6708441 bytes, checksum: d23c1b05768302a970254f17cd6e4c3f (MD5) / Made available in DSpace on 2017-06-30T18:22:31Z (GMT). No. of bitstreams: 1 TES_ALINE_HOPNER_COMPLETO.pdf: 6708441 bytes, checksum: d23c1b05768302a970254f17cd6e4c3f (MD5) Previous issue date: 2017-03-30 / Coordena??o de Aperfei?oamento de Pessoal de N?vel Superior - CAPES / Consumer behavior has been the focus of service marketing studies in recent decades, especially in the search for understanding consumer experiences and, more recently, the formation of value resulting from these experiences and their implications. In this context, this thesis aims to broaden existing knowledge about the construction of extraordinary consumer experiences and consumer value, starting to understand them no longer as limited to a momentary perception of a phenomenon (meeting of services), but as a multidimensional formative experience, individual, collective and built over time. The methodological approach adopted was qualitative, anchored in the phenomenological interpretative paradigm. Multiple data collection techniques (in-depth interviews, journals, photographs, etc.) were used in a longitudinal study. The participants of the study were the consumers of the Rock in Rio 2015 music festival (individuals and couples), as well as the organization of the festival itself ? Rock World S.A. The data collected were analyzed through the technique of content analysis, aiming to identify the dimensions present in each step of the formation of value of experience for the consumer. The results showed that the formation of value occurs in a continuous, integrative and interactive process, forming a hermeneutical spiral. In the spiral, the three phases of consumption interact. In the pre-consumption phase, the hedonic and social dimensions were more relevant, linked to the affective aspects of the memories and emotions provoked by them ? both individually and collectively. In the consumption phase, the hedonic and social dimensions again preponderated. They gained strength by direct experience with the elements of the dimensions of visual appeal and atmosphere. For post-consumer evaluation, the hedonic, social, esteem, atmosphere and excellence were the preponderated dimensions. These dimensions generated value throughout the experience by the interaction that occurred between them in the spiral, because they are directly linked to each other, each serving as a trigger for the others. It has been shown that the consumer value derives from the experience as the benefits are not only in the attractions, but in the experience of the consumer as a whole at the festival, which begins even before the purchase of the tickets. To provide extraordinary consumer experiences and to create value for the consumer, it was necessary to establish a high level of interaction between provider and consumer, so that the consumer could co-create the experience over time. This would allow the consumer to perceive the actions of the provider not restricted to the "moment of truth", but present before and after consumption, which would favor the creation of bonds and the development of a sense of belonging and complicity with the provider. Final considerations point out that future research will analyze consumer experiences that are not only extraordinary, but also seek to analyze the influence of different media used by providers to interact with consumers. These researches will thus increase the understanding of the dynamics of the hermeneutical spiral in the formation of value for the consumer. / O comportamento do consumidor tem sido foco de estudos do marketing de servi?os nas ?ltimas d?cadas, em especial na busca pela compreens?o das experi?ncias do consumidor e, mais recentemente, a forma??o de valor decorrente dessas experi?ncias e suas implica??es. Neste contexto, esta tese visa ampliar o conhecimento j? existente sobre a constru??o de experi?ncias de consumo extraordin?rias e o valor para o consumidor, passando a compreend?-los n?o mais como limitadas a uma percep??o moment?nea de um fen?meno (encontro de servi?os), mas como uma experi?ncia formativa multidimensional, individual, coletiva e constru?da ao longo do tempo. A abordagem metodol?gica adotada foi a qualitativa, ancorada no paradigma interpretativista fenomenol?gico. Foram utilizadas m?ltiplas t?cnicas de coleta de dados (entrevista em profundidade, di?rios, fotografias, etc.), com em um estudo longitudinal. Os participantes do estudo foram os consumidores do festival de m?sica Rock in Rio 2015 (indiv?duos e casais), al?m da pr?pria organiza??o do festival ? Rock World S.A. Os dados levantados foram analisados por meio da t?cnica de an?lise de conte?do, visando identificar as dimens?es presentes em cada etapa do processo de forma??o do valor da experi?ncia para o consumidor. Os resultados demonstraram que a forma??o do valor, se d? em um processo cont?nuo, integrativo e interativo conformando uma espiral hermen?utica. Na espiral, as tr?s fases de consumo interagem. Na fase de pr?-consumo, as dimens?es hed?nicas e sociais tiveram maior relev?ncia atreladas aos aspectos afetivos das lembran?as e emo??es despertadas por elas ? tanto no ?mbito individual quanto coletivo. Na fase de consumo, novamente preponderaram as dimens?es hed?nicas e socais, as quais ganharam for?a pela experi?ncia direta com os elementos das dimens?es de apelo visual e atmosfera. Para a avalia??o p?s-consumo, preponderaram as dimens?es hed?nicas, social, de estima, al?m da atmosfera e excel?ncia. Essas geram valor ao longo da experi?ncia pela intera??o que ocorre entre elas na espiral, pois est?o diretamente vinculadas umas ?s outras, servindo, cada uma, de gatilho para as demais. Demostrou-se que o valor para o consumidor deriva do conjunto da experi?ncia, pois os benef?cios n?o est?o compreendidos apenas nas atra??es, mas na experi?ncia do consumidor como um todo no festival, que se inicia mesmo antes da compra dos ingressos. Para proporcionar experi?ncias de consumo extraordin?rias e promover valor para o consumidor, revelou-se necess?rio o estabelecimento de um n?vel de intera??o elevado entre provedor e consumidor, de maneira que o consumidor pudesse ir co-criando a experi?ncia ao longo do tempo. Isso permitiria que o consumidor percebesse as a??es do provedor n?o restritas ao ?momento da verdade?, mas presentes antes e depois do consumo, o que favoreceria a cria??o de la?os e desenvolvimento de um sentimento de pertencimento e cumplicidade com o provedor. Considera??es finais apontam para que pesquisas futuras analisem outras experi?ncias de consumo que n?o apenas as extraordin?rias, e tamb?m busquem analisar a influ?ncia das diferentes m?dias utilizadas pelos provedores para intera??o com os consumidores. Essas pesquisas, poder?o assim ampliar a compreens?o da din?mica da espiral hermen?utica na forma??o de valor para o consumidor.