Made available in DSpace on 2016-04-28T20:19:22Z (GMT). No. of bitstreams: 1 2008 - Flavia Luzia Oliveira da Cunha Galindo.pdf: 834918 bytes, checksum: 0d750029bb9ddb8854de320dde189f55 (MD5) Previous issue date: 2008-12-05 / Regarding the studies about the behavior of the consumer and crisis management reflects the numerous contributions of social sciences and humanities. The connection of these two areas of understandings was possible through the observation of experiences the consumers lived through, during the recent Brazilian aviation crisis, which made it possible to understand the inconstant trust of the executives after the crisis. The dissertation contextualizes how the executives from Rio de Janeiro think and act, compounding an extremely singular vision regarding their perceptions after the Brazilian aviation crisis. To support the field work expost facto, the theoretical reference includes authors linked to the marketing of services, consumer behavior, consumption and citizenship, trust and crisis management. From the economic and business point of view, the organizations understand the relevance of the study regarding trust when confirmed that the consumers want to trust their suppliers and have the expectation that the products, goods and services be unswerving to the ideas and aspirations that are developed in their lives. The elements of trust are classified into: i) factors linked to the authors decision to trust and support the singular mixture of personality, culture and experience; ii) situational factors that have to do with the aspects of specific situations and relationships between the parties. The work demanded: i) exploratory field work, ii) data collection from secondary sources (print and electronic media), iii) official information divulged by the institutions involved, iv) interviews with time sensitive users of a hypothetical deduction character with a qualitative approach, necessary to attract the perspective subjects in the investigation ex-post facto. The Contents Analysis method allowed to understand the world of the significant of the actions and human relations in their overall situation. In exploring a critical situation such as the one faced by the Brazilian aerial blackout , the work witnessed how the aviation crisis, complex and long-lasting, weakened institutions and the consumers belief was greatly affected. / Os estudos sobre o comportamento do consumidor e o gerenciamento de crises refletem as m?ltiplas contribui??es das ci?ncias sociais e humanas. A uni?o destas duas ?reas do conhecimento foi poss?vel atrav?s da observa??o das experi?ncias vividas pelos consumidores na recente crise a?rea brasileira, que permitiu compreender a vari?vel confian?a dos executivos ap?s a mesma. A disserta??o contextualizou o modo como os executivos do Rio de Janeiro pensam e agem, compondo uma vis?o muito singular sobre as suas percep??es ap?s a crise a?rea brasileira. Para ancorar a pesquisa de campo ex-post facto, o referencial te?rico conta com autores ligados ao marketing de servi?os, comportamento do consumidor, consumo e cidadania, confian?a e gerenciamento de crise. Do ponto de vista econ?mico e empresarial, as organiza??es compreendem a relev?ncia do estudo sobre confian?a quando afirmam que os consumidores querem confiar em seus fornecedores, e t?m a expectativa de que os produtos, bens e servi?os sejam fi?is aos ideais e aspira??es que desenvolvem em suas vidas (Roberts, 2005). Os elementos da confian?a se distribuem em: i) fatores ligados ao autor da decis?o de confiar e se ancoram na mistura singular de personalidade, cultura e experi?ncia; ii) fatores situacionais que tem a ver com os aspectos da situa??o espec?fica e do relacionamento entre as partes (Hurley, 2006). O trabalho demandou: i) pesquisa de campo explorat?ria, ii) coleta de dados em fonte secund?ria (m?dia impressa e eletr?nica), iii) informa??es oficiais divulgadas pelas institui??es envolvidas, iv) entrevistas com usu?rios time sensitive de car?ter hipot?ticodedutivo (Foddy, 1993), com abordagem qualitativa, necess?ria para captar a perspectiva dos sujeitos em uma investiga??o ex-post facto (Gil, 1996). O m?todo de An?lise de Conte?do (Bardin, 1977) possibilitou compreender o mundo de significados das a??es e rela??es humanas no seu contexto. Ao explorar uma situa??o cr?tica como a enfrentada pelo apag?o a?reo brasileiro, o trabalho evidenciou como a crise a?rea, complexa e de longa dura??o, fragilizou institui??es e afetou a credibilidade de consumidores intensivos.