Den här uppsatsen handlar om trovärdighet i reklam och om företags sätt att stärka sitt varumärke genom budskap om ansvarstagande. Detta undersöks ur ett millennialperspektiv eftersom att det är den generation som tangerar att vara det största kundsegmentet genom tiderna. Millennials konsumerar reklam på ett sätt som skiljer sig från de tidigare generationerna, vilket ställer nya krav på varumärkena. Vi undersöker vad millennials uppfattar är trovärdigt kontra mindre trovärdigt i reklam. Studien grundar sig i en kvalitativ undersökning, där två stycken fokusgrupper användes för att samla in uppsatsens empiriska material. Fokusgrupperna bestod av tio stycken medlemmar, fem stycken vid varje tillfälle. Respondenterna fick se tre reklamfilmer och därefter analysera och diskutera deras uppfattningar kring materialet. För att tolka och definiera trovärdighet i marknadsföring har vi valt att utgå från metoderna storytelling och CSM. Studiens slutsats är att millennials är mottagliga för emotionellt narrativ, normbrytande skildringar och varumärken som visar upp en transparens i deras marknadsföring. / This essay deals with credibility in advertising and companies' ways to strengthen their brand through message of responsibility. The issue is investigated from a millennial perspective because it is the generation that tends to be the largest customer segment throughout the ages. Millennials consume advertising in a way that differs from the previous generations, which places new demands on the brands. We investigate what millennials perceive as credible versus less credible in advertising. The study is based on a qualitative survey, where two focus groups were used to gather the essay's empirical material. The focus groups consisted of ten members, five at each time. Respondents watched three commercials and then analyzed and discussed their perceptions of the material. In order to interpret and define credibility in marketing, we have chosen to use storytelling and CSM as marketing methods. The study's conclusion is that millennials are susceptible to emotionally narrative, breakthrough depictions and brands that show a transparency in their marketing.

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A cana-de-açúcar é uma das culturas de maior importância social, econômica e ambiental para o Brasil. Com o aumento da demanda de etanol pela frota crescente de veículos flexfuel e com preço atrativo do açúcar, a cultura vem se expandindo de forma desordenada no país. Assim como as demais culturas, a cana-de-açúcar é dependente das condições climáticas para seu desenvolvimento, as quais são os principais fatores de risco para a cultura. Sendo assim, o objetivo do presente estudo foi determinar o risco climático para a cultura da cana-de-açúcar em diferentes regiões brasileiras, com foco nas áreas de expansão, e estabelecer os benefícios de diferentes estratégias de irrigação complementar no incremento de produtividade. Para tanto, utilizou-se o modelo CSM-CANEGRO parametrizado para as condições brasileiras para simular a produtividade da cana-planta de 12 meses em 30 localidades de diferentes regiões do Brasil, com condições agroclimáticas distintas, empregando-se séries históricas de dados meteorológicos, de 1981 a 2010, e para três tipos de solos com diferentes características, em termos da capacidade de retenção de água. A partir dos valores estimados de produtividade potencial (PP) e atingível (PA) foram definidos dois cenários de risco climático de acordo com os níveis de eficiência climática (?), dada pela razão entre PA e PP, sendo um cenário otimista (? >= 0,65) e um conservador (? >= 0,45). Além disso, foram simulados cinco diferentes condições de irrigação complementar, com lâminas fixas de 30 mm e variando-se o número de irrigações, de zero (sequeiro) a cinco (150 mm no ciclo), durante a estação seca de cada localidade. Os resultados mostraram que mesmo com banco de dados meteorológicos restrito, foi possível caracterizar o clima das principais tradicionais e de expansão da cana-de-açúcar. O modelo CSM-CANEGRO apresentou bom desempenho em estimar a produtividade comercial da cana-de-açúcar em diferentes ambientes, com uma Raiz Quadrado do Erro Médio da ordem de 15 t ha-1. O modelo, ainda, foi capaz de simular o efeito dos diferentes tipos de solo e datas de plantio na produtividade potencial e atingível da cana-de-açúcar, o que possibilitou se caracterizar as diferenças nos riscos climáticos associados à cultura da cana-de-açúcar em diferentes regiões do Brasil. A região de maior risco climático foi Petrolina, PE, enquanto que as regiões de menores riscos foram aquelas em que as chuvas eram mais intensas, como em Recife, PE, e Araguaína, TO. Por meio das simulações considerando as diferentes estratégias de irrigação, foi possível se observar que a resposta da cana-planta de 12 meses à irrigação complementar depende da combinação entre lâmina aplicada, tipo de solo e data de plantio. Os maiores incrementos de produtividade se deram no solo de textura arenosa, já que nessas condições o déficit hídrico é maior. No entanto, na grande maioria das localidades analisadas, o incremento de produtividade médio para as lâminas aplicadas, de 30 a 150 mm, não passaram de 30%, sendo a única exceção a região de Petrolina, PE. / Sugarcane is a crop of major social, economic and environmental importance for Brazil. The increasing demand by ethanol for the national flex fuel cars and the attractive sugar prices in the international market is making this crop to expand in a disorderly manner in the country. As well as the other crops, sugarcane requires specific climatic conditions to develop and produce, which are the main source of risk for this crop. Based on that, the objective of this study was to determine the climatic risk for sugarcane crop in different Brazilian regions, mainly for the areas to where the crop is expanding recently, and to evaluate the benefits of different complementary irrigation strategies for yield increase. For that, the model CSM-CANEGRO, parameterized for Brazilian conditions, was used to simulate the 12-month plant cane crop yield for 30 locations in different regions of Brazil, with varied climates, using a historical climate series from 1981 to 2010 and three types of soils, with distinct soil water holding capacities. With the simulated potential (PP) and attainable (PA) yield data two scenarios of climatic risk were defined, according to the climatic efficiency (?), one optimistic (? >= 0.65), and other conservative (? >= 0.45). Besides, five different complementary irrigation scenarios were simulated, with a fixed irrigation depth of 30 mm, and with the number of irrigations ranging from zero (rainfed crop) to five (150 mm per cycle), during the dry season of each location. The results showed that even with restricted climate series was possible to characterize the climatic conditions of the traditional and expanding sugarcane areas. The CSM-CANEGRO presented a satisfactory performance to estimate the operational sugarcane yield in different environments, with a Root Mean Square Error of about 15 t ha-1. The crop model was also able to simulate the potential and attainable yield for different soil types and planting dates, which makes possible to characterize the climatic risks associated to the sugarcane crop in the different Brazilian regions. The region with the highest risk was Petrolina, PE, whereas the smallest risk was observed where the rainfall was more intense, as in Recife, PE, and Araguaína, TO. Based on the simulations with the different complementary irrigation strategies, it was possible to understand that the 12-month plant cane response to water depends on the combination among amount of water, soil type and planting date. The highest yield increments were observed in the sandy soils, since this is the condition where the water deficit is more intense. However, for the majority of the locations evaluated, the average yield increment for the irrigation depth applied, between 30 and 150 mm, were not greater than 30%, with the only exception for Petrolina, PE.

A cana-de-açúcar é uma das culturas de maior importância social, econômica e ambiental para o Brasil. Com o aumento da demanda de etanol pela frota crescente de veículos flexfuel e com preço atrativo do açúcar, a cultura vem se expandindo de forma desordenada no país. Assim como as demais culturas, a cana-de-açúcar é dependente das condições climáticas para seu desenvolvimento, as quais são os principais fatores de risco para a cultura. Sendo assim, o objetivo do presente estudo foi determinar o risco climático para a cultura da cana-de-açúcar em diferentes regiões brasileiras, com foco nas áreas de expansão, e estabelecer os benefícios de diferentes estratégias de irrigação complementar no incremento de produtividade. Para tanto, utilizou-se o modelo CSM-CANEGRO parametrizado para as condições brasileiras para simular a produtividade da cana-planta de 12 meses em 30 localidades de diferentes regiões do Brasil, com condições agroclimáticas distintas, empregando-se séries históricas de dados meteorológicos, de 1981 a 2010, e para três tipos de solos com diferentes características, em termos da capacidade de retenção de água. A partir dos valores estimados de produtividade potencial (PP) e atingível (PA) foram definidos dois cenários de risco climático de acordo com os níveis de eficiência climática (?), dada pela razão entre PA e PP, sendo um cenário otimista (? >= 0,65) e um conservador (? >= 0,45). Além disso, foram simulados cinco diferentes condições de irrigação complementar, com lâminas fixas de 30 mm e variando-se o número de irrigações, de zero (sequeiro) a cinco (150 mm no ciclo), durante a estação seca de cada localidade. Os resultados mostraram que mesmo com banco de dados meteorológicos restrito, foi possível caracterizar o clima das principais tradicionais e de expansão da cana-de-açúcar. O modelo CSM-CANEGRO apresentou bom desempenho em estimar a produtividade comercial da cana-de-açúcar em diferentes ambientes, com uma Raiz Quadrado do Erro Médio da ordem de 15 t ha-1. O modelo, ainda, foi capaz de simular o efeito dos diferentes tipos de solo e datas de plantio na produtividade potencial e atingível da cana-de-açúcar, o que possibilitou se caracterizar as diferenças nos riscos climáticos associados à cultura da cana-de-açúcar em diferentes regiões do Brasil. A região de maior risco climático foi Petrolina, PE, enquanto que as regiões de menores riscos foram aquelas em que as chuvas eram mais intensas, como em Recife, PE, e Araguaína, TO. Por meio das simulações considerando as diferentes estratégias de irrigação, foi possível se observar que a resposta da cana-planta de 12 meses à irrigação complementar depende da combinação entre lâmina aplicada, tipo de solo e data de plantio. Os maiores incrementos de produtividade se deram no solo de textura arenosa, já que nessas condições o déficit hídrico é maior. No entanto, na grande maioria das localidades analisadas, o incremento de produtividade médio para as lâminas aplicadas, de 30 a 150 mm, não passaram de 30%, sendo a única exceção a região de Petrolina, PE. / Sugarcane is a crop of major social, economic and environmental importance for Brazil. The increasing demand by ethanol for the national flex fuel cars and the attractive sugar prices in the international market is making this crop to expand in a disorderly manner in the country. As well as the other crops, sugarcane requires specific climatic conditions to develop and produce, which are the main source of risk for this crop. Based on that, the objective of this study was to determine the climatic risk for sugarcane crop in different Brazilian regions, mainly for the areas to where the crop is expanding recently, and to evaluate the benefits of different complementary irrigation strategies for yield increase. For that, the model CSM-CANEGRO, parameterized for Brazilian conditions, was used to simulate the 12-month plant cane crop yield for 30 locations in different regions of Brazil, with varied climates, using a historical climate series from 1981 to 2010 and three types of soils, with distinct soil water holding capacities. With the simulated potential (PP) and attainable (PA) yield data two scenarios of climatic risk were defined, according to the climatic efficiency (?), one optimistic (? >= 0.65), and other conservative (? >= 0.45). Besides, five different complementary irrigation scenarios were simulated, with a fixed irrigation depth of 30 mm, and with the number of irrigations ranging from zero (rainfed crop) to five (150 mm per cycle), during the dry season of each location. The results showed that even with restricted climate series was possible to characterize the climatic conditions of the traditional and expanding sugarcane areas. The CSM-CANEGRO presented a satisfactory performance to estimate the operational sugarcane yield in different environments, with a Root Mean Square Error of about 15 t ha-1. The crop model was also able to simulate the potential and attainable yield for different soil types and planting dates, which makes possible to characterize the climatic risks associated to the sugarcane crop in the different Brazilian regions. The region with the highest risk was Petrolina, PE, whereas the smallest risk was observed where the rainfall was more intense, as in Recife, PE, and Araguaína, TO. Based on the simulations with the different complementary irrigation strategies, it was possible to understand that the 12-month plant cane response to water depends on the combination among amount of water, soil type and planting date. The highest yield increments were observed in the sandy soils, since this is the condition where the water deficit is more intense. However, for the majority of the locations evaluated, the average yield increment for the irrigation depth applied, between 30 and 150 mm, were not greater than 30%, with the only exception for Petrolina, PE.

Enterprise crowdsourcing transforms the way in which traditional business tasks can be processed by harnessing the collective intelligence and workforce of a large and often diver-sified group of people. At the present time, data and information residing within enterprise crowdsourcing systems and other business applications are insufficiently interlinked and are rarely made publicly available in an open and semantically structured manner – neither to the corporate intranet nor to the World Wide Web (WWW). However, the semantic annotation of enterprise crowdsourcing activities is a promising research and application domain. The Semantic Web and its related technologies, methods and principles for publishing structured data offer an extension of the traditional layout-oriented Web to provide more intelligent and complex services. This technical report describes the efforts toward a universal and lightweight yet powerful Semantic Web vocabulary for the domain of enterprise crowdsourcing. As a methodology for developing the vocabulary, the approach of ontology engineering is applied. To illustrate the purpose and to limit the scope of the ontology, several informal competency questions as well as functional and non-functional requirements are presented. The subsequent con-ceptualization of the ontology applies different sources of knowledge and considers various perspectives. A set of semantic entities is derived from a review of existing crowdsourcing applications and a review of recent crowdsourcing literature. During the domain capture, all partial results of the review are integrated into a consistent data dictionary and structured as a UML data schema. The designed ontology includes 24 classes, 22 object properties and 30 datatype properties to describe the key aspects of a crowdsourcing model (CSM). To demonstrate the technical feasibility, the ontology is implemented using the Web Ontology Language (OWL). Finally, the ontology is evaluated by means of transforming informal to formal competency questions, comparing it to existing semantic vocabularies, and calculat-ing ontology metrics. Evidence is shown that the CSM ontology covers the key representa-tional needs of the enterprise crowdsourcing domain. At the end of the technical report, cur-rent limitations are illustrated and directions for future research are proposed.:Table of Contents I List of Figures III List of Tables IV List of Code Listings V List of Abbreviations VI Abstract VIII 1 Introduction 1 2 Research Objective 4 3 Ontology Engineering 6 4 Purpose and Scope 9 4.1 Informal Competency Questions 10 4.2 Requirements 11 4.2.1 Functional Requirements 12 4.2.2 Non-Functional Requirements 15 5 Ontology Development 18 5.1 Conceptualization 18 5.1.1 System Review 18 5.1.2 Literature Review 21 5.2 Domain Capture 26 5.3 Integration 28 5.3.1 Semantic Vocabularies and Standards 28 5.3.2 Implications for the Design 33 5.4 Implementation 33 6 Evaluation 35 6.1 Transforming Informal to Formal Competency Questions 36 6.2 Comparing the Ontology to other Semantic Vocabularies 42 6.3 Calculating Ontology Metrics 44 7 Conclusion 46 8 References 48 Appendix A (System Review) i Appendix B (Crowdsourcing Taxonomies) v Appendix C (Data Dictionary) ix Appendix D (Semantic Vocabularies) xi Appendix E (CSM Ontology Source Code) xv Appendix F (Sample Data Instance 1) xxxi Appendix G (Sample Data Instance 2) xxxiv

The last couple of years have seen a fascinating evolution. While the early Web predominantly focused on human consumption of Web content, the widespread dissemination of social software and Web 2.0 technologies enabled new forms of collaborative content creation and problem solving. These new forms often utilize the principles of collective intelligence, a phenomenon that emerges from a group of people who either cooperate or compete with each other to create a result that is better or more intelligent than any individual result (Leimeister, 2010; Malone, Laubacher, & Dellarocas, 2010). Crowdsourcing has recently gained attention as one of the mechanisms that taps into the power of web-enabled collective intelligence (Howe, 2008). Brabham (2013) defines it as “an online, distributed problem-solving and production model that leverages the collective intelligence of online communities to serve specific organizational goals” (p. xix). Well-known examples of crowdsourcing platforms are Wikipedia, Amazon Mechanical Turk, or InnoCentive. Since the emergence of the term crowdsourcing in 2006, one popular misconception is that crowdsourcing relies largely on an amateur crowd rather than a pool of professional skilled workers (Brabham, 2013). As this might be true for low cognitive tasks, such as tagging a picture or rating a product, it is often not true for complex problem-solving and creative tasks, such as developing a new computer algorithm or creating an impressive product design. This raises the question of how to efficiently allocate an enterprise crowdsourcing task to appropriate members of the crowd. The sheer number of crowdsourcing tasks available at crowdsourcing intermediaries makes it especially challenging for workers to identify a task that matches their skills, experiences, and knowledge (Schall, 2012, p. 2). An explanation why the identification of appropriate expert knowledge plays a major role in crowdsourcing is partly given in Condorcet’s jury theorem (Sunstein, 2008, p. 25). The theorem states that if the average participant in a binary decision process is more likely to be correct than incorrect, then as the number of participants increases, the higher the probability is that the aggregate arrives at the right answer. When assuming that a suitable participant for a task is more likely to give a correct answer or solution than an improper one, efficient task recommendation becomes crucial to improve the aggregated results in crowdsourcing processes. Although some assumptions of the theorem, such as independent votes, binary decisions, and homogenous groups, are often unrealistic in practice, it illustrates the importance of an optimized task allocation and group formation that consider the task requirements and workers’ characteristics. Ontologies are widely applied to support semantic search and recommendation mechanisms (Middleton, De Roure, & Shadbolt, 2009). However, little research has investigated the potentials and the design of an ontology for the domain of enterprise crowdsourcing. The author of this thesis argues in favor of enhancing the automation and interoperability of an enterprise crowdsourcing environment with the introduction of a semantic vocabulary in form of an expressive but easy-to-use ontology. The deployment of a semantic vocabulary for enterprise crowdsourcing is likely to provide several technical and economic benefits for an enterprise. These benefits were the main drivers in efforts made during the research project of this thesis: 1. Task allocation: With the utilization of the semantics, requesters are able to form smaller task-specific crowds that perform tasks at lower costs and in less time than larger crowds. A standardized and controlled vocabulary allows requesters to communicate specific details about a crowdsourcing activity within a web page along with other existing displayed information. This has advantages for both contributors and requesters. On the one hand, contributors can easily and precisely search for tasks that correspond to their interests, experiences, skills, knowledge, and availability. On the other hand, crowdsourcing systems and intermediaries can proactively recommend crowdsourcing tasks to potential contributors (e.g., based on their social network profiles). 2. Quality control: Capturing and storing crowdsourcing data increases the overall transparency of the entire crowdsourcing activity and thus allows for a more sophisticated quality control. Requesters are able to check the consistency and receive appropriate support to verify and validate crowdsourcing data according to defined data types and value ranges. Before involving potential workers in a crowdsourcing task, requesters can also judge their trustworthiness based on previous accomplished tasks and hence improve the recruitment process. 3. Task definition: A standardized set of semantic entities supports the configuration of a crowdsourcing task. Requesters can evaluate historical crowdsourcing data to get suggestions for equal or similar crowdsourcing tasks, for example, which incentive or evaluation mechanism to use. They may also decrease their time to configure a crowdsourcing task by reusing well-established task specifications of a particular type. 4. Data integration and exchange: Applying a semantic vocabulary as a standard format for describing enterprise crowdsourcing activities allows not only crowdsourcing systems inside but also crowdsourcing intermediaries outside the company to extract crowdsourcing data from other business applications, such as project management, enterprise resource planning, or social software, and use it for further processing without retyping and copying the data. Additionally, enterprise or web search engines may exploit the structured data and provide enhanced search, browsing, and navigation capabilities, for example, clustering similar crowdsourcing tasks according to the required qualifications or the offered incentives.:Summary: Hetmank, L. (2014). Enhancing Automation and Interoperability in Enterprise Crowdsourcing Environments (Summary). Article 1: Hetmank, L. (2013). Components and Functions of Crowdsourcing Systems – A Systematic Literature Review. In 11th International Conference on Wirtschaftsinformatik (WI). Leipzig. Article 2: Hetmank, L. (2014). A Synopsis of Enterprise Crowdsourcing Literature. In 22nd European Conference on Information Systems (ECIS). Tel Aviv. Article 3: Hetmank, L. (2013). Towards a Semantic Standard for Enterprise Crowdsourcing – A Scenario-based Evaluation of a Conceptual Prototype. In 21st European Conference on Information Systems (ECIS). Utrecht. Article 4: Hetmank, L. (2014). Developing an Ontology for Enterprise Crowdsourcing. In Multikonferenz Wirtschaftsinformatik (MKWI). Paderborn. Article 5: Hetmank, L. (2014). An Ontology for Enhancing Automation and Interoperability in Enterprise Crowdsourcing Environments (Technical Report). Retrieved from http://nbn-resolving.de/urn:nbn:de:bsz:14-qucosa-155187.

This Thesis is about improvement Quality Service from the perspective of the customer satisfaction. This is motivated in a service company that has some problems measuring customer satisfaction in a quality of service. We believe that customer satisfaction is related with the quality of service, and measuring can be used like a advantage for Quality improvement. To archive this we present some theoretical background about Quality, some tools for quality improvement, some tools for measuring customer satisfaction. Our empirical findings are focused on how our case company tried to use these approaches. During the analysis we compare these information and we’ll see if there is a correlation between the different authors and how the company works. We’ll see that they work very well with TQM, Six Sigma, they use some approaches of SERVQUAL and CSM. Also we’ll apply QFD that relates the customer needs and expectations, and the Service Characteristics, identified previously. The results are based both in SERVQUAL and QFD. For instance, the lack of communication between the customers and company is the main gap regarding how to measure the customer satisfaction. Some tips about how to measure the customer satisfaction and other recommendations are given at the end. The conclusions are the benefits that we obtain from combining the SERVQUAL and QFD method, because we believe that both work very well together due to it becomes a powerful tool that is telling if the customer is satisfied or not. Aside it is telling us where we should act to improve the quality of service and therefore the customer satisfaction. The work presented is based on the interview with our contact person. Several observations were made regarding the measurement method that they are using. / Den här uppsatsen handlar om förbättring av servicekvalitet sett utifrån ett konsumenttillfredsställelseperspektiv. Detta är motiverat i ett tjänsteföretag som har problem med att mäta konsumenttillfredställelse i form av servicekvalitet. Vi tror att konsumenttillfredställelse är relaterat till kvaliteten på servicen, och att en mätning av denna kan användas som en fördel för kvalitetsförbättring. För att åstadkomma detta presenterar vi en teoretisk bakgrund om kvalitet, en del verktyg för kvalitetsförbättring samt en del verktyg för att mäta konsumenttillfredställelse. Vårt empiriska underlag är fokuserat på hur vårt exempelföretag har gått tillväga i arbetet med dessa verktyg. I analysdelen jämför vi informationen för att se om det existerar en korrelation mellan de olika författarna och hur företaget arbetar. Vi noterar att de arbetar väl med TQM, Six Sigma och att de använder en del av aspekterna i SERVQUAL och CSM. Dessutom kommer vi att applicera QFD som relaterar konsumenternas behov och förväntningar till serviceegenskaper, som tidigare identifierats. Resultatet är baserat både på SERVQUAL och CSM. Exempelvis är bristen på kommunikation mellan konsumenterna och företaget det främsta gapet beträffande mätningen av konsumenttillfredställelse. Rekommendationer angående mätningen av konsumenttillfredställelse och andra förslag ges i slutet av uppsatsen. Slutsatserna är de fördelar som vi fått fram genom att kombinera metoderna SERVQUAL och QFD, två metoder som fungerar bra tillsammans och blir ett kraftfullt verktyg, som kan ge svar på om konsumenten är tillfredsställd eller ej. Dessutom visar det hur vi ska agera för att förbättra servicekvaliteten, och därmed konsumenternas tillfredställelse. Uppsatsen är baserad på intervjun med vår kontaktperson. Flertalet observationer har genomförts av den mätmetod som företaget använder sig av.

<p>This Thesis is about improvement Quality Service from the perspective of the customer satisfaction. This is motivated in a service company that has some problems measuring customer satisfaction in a quality of service. We believe that customer satisfaction is related with the quality of service, and measuring can be used like a advantage for Quality improvement. To archive this we present some theoretical background about Quality, some tools for quality improvement, some tools for measuring customer satisfaction. Our empirical findings are focused on how our case company tried to use these approaches. During the analysis we compare these information and we’ll see if there is a correlation between the different authors and how the company works. We’ll see that they work very well with TQM, Six Sigma, they use some approaches of SERVQUAL and CSM. Also we’ll apply QFD that relates the customer needs and expectations, and the Service Characteristics, identified previously. The results are based both in SERVQUAL and QFD. For instance, the lack of communication between the customers and company is the main gap regarding how to measure the customer satisfaction. Some tips about how to measure the customer satisfaction and other recommendations are given at the end. The conclusions are the benefits that we obtain from combining the SERVQUAL and QFD method, because we believe that both work very well together due to it becomes a powerful tool that is telling if the customer is satisfied or not. Aside it is telling us where we should act to improve the quality of service and therefore the customer satisfaction. The work presented is based on the interview with our contact person. Several observations were made regarding the measurement method that they are using.</p> / <p>Den här uppsatsen handlar om förbättring av servicekvalitet sett utifrån ett konsumenttillfredsställelseperspektiv. Detta är motiverat i ett tjänsteföretag som har problem med att mäta konsumenttillfredställelse i form av servicekvalitet. Vi tror att konsumenttillfredställelse är relaterat till kvaliteten på servicen, och att en mätning av denna kan användas som en fördel för kvalitetsförbättring. För att åstadkomma detta presenterar vi en teoretisk bakgrund om kvalitet, en del verktyg för kvalitetsförbättring samt en del verktyg för att mäta konsumenttillfredställelse. Vårt empiriska underlag är fokuserat på hur vårt exempelföretag har gått tillväga i arbetet med dessa verktyg. I analysdelen jämför vi informationen för att se om det existerar en korrelation mellan de olika författarna och hur företaget arbetar. Vi noterar att de arbetar väl med TQM, Six Sigma och att de använder en del av aspekterna i SERVQUAL och CSM. Dessutom kommer vi att applicera QFD som relaterar konsumenternas behov och förväntningar till serviceegenskaper, som tidigare identifierats. Resultatet är baserat både på SERVQUAL och CSM. Exempelvis är bristen på kommunikation mellan konsumenterna och företaget det främsta gapet beträffande mätningen av konsumenttillfredställelse. Rekommendationer angående mätningen av konsumenttillfredställelse och andra förslag ges i slutet av uppsatsen. Slutsatserna är de fördelar som vi fått fram genom att kombinera metoderna SERVQUAL och QFD, två metoder som fungerar bra tillsammans och blir ett kraftfullt verktyg, som kan ge svar på om konsumenten är tillfredsställd eller ej. Dessutom visar det hur vi ska agera för att förbättra servicekvaliteten, och därmed konsumenternas tillfredställelse. Uppsatsen är baserad på intervjun med vår kontaktperson. Flertalet observationer har genomförts av den mätmetod som företaget använder sig av.</p>

O evento climático conhecido como El Niño Oscilação Sul (ENOS) é formado pelos episódios de El Niño e La Niña e é classificado como um fenômeno de grande escala que ocorre no Oceano Pacífico Equatorial. Em razão do grande efeito do fenômeno ENOS na variabilidade climática e, consequentemente, na produção agrícola, se faz necessário o conhecimento adequado das consequências dos eventos de El Niño e La Niña nos regimes térmicos e hídricos de diferentes regiões brasileiras e de seus impactos na produção de alimentos, sobretudo na cultura da cana-de-açúcar. Para tanto, dados meteorológicos foram analisados a fim de se verificar algum efeito causado pelos eventos do ENOS na temperatura do ar, na radiação solar e precipitação pluvial. Em seguida, utilizou-se o modelo DSSAT CSMCANEGRO parametrizado para as condições brasileiras para simular a produtividade da cana-planta de 12 meses em quatro localidades de diferentes regiões do Brasil (Jataí, GO; João Pessoa, PB; Londrina, PR; e Piracicaba, SP), empregando-se séries históricas de dados meteorológicos, de 1979 a 2010, para três tipos de solos com diferentes características físico-hídricas (capacidade de água disponível), e para dois tipos de simulação da produtividade da cana pelo modelo DSSAT CSM-CANEGRO, o tipo Seasonal e o tipo Sequence. Foi possível notar nos resultados que para a temperatura do ar houve uma maior frequência de anos com essa variável acima da mediana nas localidades situadas na região central e nordeste no país durante os eventos de El Niño, ao passo que na região sul, representada por Londrina, tal frequência foi indefinida. Para os anos de La Niña, não houve, em geral, tendência clara de variação em nenhuma das localidades. Já nos anos neutros as maiores frequências foram de temperaturas abaixo da mediana nas localidades das regiões central e sul, enquanto em João Pessoa, PB, não houve tendência bem definida. Para a radiação solar, em geral, não se detectaram tendências expressivas, apesar de valores levemente acima da mediana em anos de La Niña, em todas as regiões. Finalmente, para as chuvas houve tendências um pouco mais expressivas, sendo que nas localidades da região central do país (Jataí e Piracicaba) as precipitações acima da mediana foram mais frequentes nos anos de El Niño e La Niña, ficando abaixo da mediana nos anos neutros. Nas demais localidades analisadas, as chuvas tenderam a ficar abaixo ou igual à mediana durante todas as fases do ENOS. Quanto à produtividade, algumas tendências também puderam ser observadas. Em Jataí, GO, não houve alterações da produtividade média maiores do que ± 1 t ha-1. Em João Pessoa, PB, a tendência de menores produtividades durante os anos de El Niño e de La Niña e de maiores produtividades em anos neutros. Situação oposta foi observa em Piracicaba, SP, e Londrina, PR, onde as produtividades tenderam a serem maiores do que a média histórica nos eventos tanto de El Niño como de La Niña, ao passo que nos anos de neutralidade do ENOS as produtividades tenderam a ser menores do que a média. / The climatic event known as El Niño Southern Oscillation (ENSO) is formed by episodes of El Niño and La Niña and is classified as a large-scale phenomenon that occurs in the Equatorial Pacific Ocean. Given the large effect of ENSO on climate variability and hence in agricultural production, proper knowledge of the consequences of El Niño and La Niña on the thermal and water regimes of different Brazilian regions and their impact on food production is needed, especially for sugarcane crop. To this end, climate variables were analyzed in order to verify any effect caused by the ENSO events on air temperature, solar radiation and rainfall. The DSSAT CSM-CANEGRO model, parameterized for the Brazilian conditions, was used to simulate sugarcane yield (plant cane of 12 months) in four sites of different Brazilian regions (Jataí, GO; João Pessoa, PB; Londrina, PR; and Piracicaba, SP), using historical series of meteorological data from 1979 to 2010, for three types of soils, with different physical-hydric properties (Soil water holding capacity), and two types of simulations in DSSAT CSM-CANEGRO model, with the Seasonal and Sequence procedures It was possible to notice in the results that the air temperature was a greater frequency of years with this variable above the median in localities situated in the central and northeastern region of the country during the El Niño events, while in the south, represented by Londrina, this frequency was undefined. For La Niña years, there was generally clear trend of variation in any of the locations. Already in neutral years, the highest frequency was below the median temperatures in the localities in central and southern regions, while in João Pessoa, PB, and no well-defined trend. Solar radiation, in general, no significant trends were detected, although values slightly above the median in La Niña years in all regions. Finally, to the rains there was a little more expressive tendency, and the locations of the central region (Jataí and Piracicaba) precipitation above the median were more frequent in years of El Niño and La Niña, below the median in neutral years. In other areas analyzed, rainfall tended to be below or equal to the median during all phases of ENSO. With regard to productivity, some trends were also observed. In Jataí, GO, no changes greater than ± 1 t ha-1 was observed. João Pessoa, PB, there was a trend of lower yields during El Niño and La Niña years and higher yields during neutral years. Opposite situation was observed in Piracicaba, SP, and Londrina, PR, where the yields tended to be higher than the historical average in both El Niño and La Niña events, while during neutral years the yield tended to be smaller than average.

O complexo soja tem um papel importante no desenvolvimento da economia brasileira. Cultivada especialmente nas regiões Centro-Oeste e Sul do país, a soja se firmou como um dos produtos mais destacados da agricultura nacional e na balança comercial. Assim como as demais culturas agrícolas, a soja depende de boas condições climáticas para expressar o seu potencial produtivo. Desse modo, o clima é um dos principais fatores de risco para o sucesso da cultura, especialmente quando se consideram os cenários futuros de mudanças climáticas. Desta forma, pode-se lançar mão de estratégias de manejo da cultura de modo a minimizar os riscos associados ao aquecimento global, como, por exemplo, alterar as datas de semeadura da soja, buscando-se períodos que possam amenizar os impactos proporcionados pela elevação das temperaturas. Com base nisso, o objetivo deste trabalho foi simular o desenvolvimento e a produtividade da cultura da soja nas condições climáticas atuais e futuras e simular diferentes decêndios para a semeadura da cultura, buscando-se determinar as épocas preferenciais em treze regiões produtoras do sul do Brasil. Para tanto, utilizou-se o modelo de simulação de cultura CSM-CropGro-Soybean para simular o desempenho da cultura da soja nas condições climáticas atuais e futuras. Os cenários climáticos, A2 e B2 do IPCC, foram gerados com base nos acréscimos de temperaturas gerados pelos modelos climáticos ETA e PRECIS para dois períodos: D25, entre 2013 e 2043; e D55, entre 2041 e 2071, em treze diferentes localidades produtoras de soja da região Sul do Brasil. A partir dos valores de produtividades potencial e atingível de soja, foram definidos quatro níveis de risco climático, sendo eles: baixo risco; risco moderado; risco alto; e risco muito alto. Também foram simulados quatro decêndios de semedura de soja, dois antecipados e dois tardios em relação ao período atual recomendado. O modelo CSM-CropGro-Soybean foi capaz de simular os efeitos dos diferentes tipos de solo e cultivares de soja nas produtividades potencial e atingível, considerando-se as séries climáticas atuais e futuras. Foi possível observar que o aquecimento global deverá levar a reduções de produtividade da cultura da soja, com as menores perdas ocorrendo nas localidades de Castro, PR, e Santa Maria, RS, e as maiores nas localidades de Palotina, PR, e Uruguaiana, RS. Observou-se que as localidades de Campo Mourão e Cascavel, no estado do Paraná, são as de menores riscos climáticos para o cultivo da soja, enquanto que nas localidades Bagé e Pelotas, RS, ocorrem os maiores riscos climáticos. Ao atrasar ou antecipar a semeadura em relação à época atualmente recomendada, verifica-se diferenças nas produtividades, sendo essas variáveis conforme a localidade estudada. / The soybean complex has an important role in the development of the Brazilian economy. It is especially cultivated in areas like Midwest and South of the country where the crop is established as one of the most important product of national agriculture and the trade balance. Like other crops, soybean depends on good weather to express all its productive potential, thus the climatic condition becomes one of the main risk factors for this crop failure, especially when climate change is considered. Considering that, crop management strategies can be adopted to minimize the climatic risks in the changing climate by anticipating or delaying the soybean sowing dates in relation to the recommended period. Based on that, the objective of this study was to simulate the development and yield of soybean crop in the current and future climate conditions and simulate different sowing dates in order to determine the preferred ones thirteen producing regions of southern Brazil. For that, the crop simulation model CSM-CROPGRO-Soybean was used to estimate soybean yield in the current and future climate scenarios, A2 and B2, with increasing temperatures generated by the climate models ETA and PRECIS for two distinct periods: D25, between 2013 and 2043; and D55, between 2041 and 2071, in thirteen different locations in southern Brazil. Based on the potential and attainable soybean yields, four levels of climatic risk were stablished, being: low risk; moderate risk; high risk; and very high risk. In order to evaluate the management strategies for mitigate the impacts of global warming on crop yield, four new sowing dates were simulated, being two before the recommended sowing period and two after that. The CSMCROPGRO- Soybean model was able to simulate the effects of different soil types and soybean cultivars, for potential and attainable yields, taking into account current and future climate data. It was possible to observe that a reduction in the soybean yield will occur in the future climate scenarios, with the lowest impacts in locations of Castro, PR, and Santa Maria, RS, and the greatest ones in Palotina, PR, and Uruguaiana, RS. Regarding the climatic risk for soybean crop, Campo Mourão and Cascavel, in the PR, were the locations with the lowest values, whereas in Bagé and Pelotas, RS, the highest values were observed. When under global warming, the delaying or advancing of the sowing dates in relation to the present ones, recommended by the government, can result in soybean yield changes, which vary across the locations studied in southern Brazil.