近年來，智慧型手機成長快速，根據全球市場研究機構TRENDFORCE調查顯示，2013年第四季全球智慧型手機出貨季成長6.5%，達2億六千五百萬支，與去年同期相比成長32.2%。其中小米科技在競爭激烈的市場達成了全球市佔率3%的成績，同時被預估2014年手機出貨上看4,000萬支，取得空前成功。基於此，本研究試圖從使用者參與、口碑行銷與傳遞，以及被廣泛稱為「飢餓行銷」的限量銷售的手法等三個層面對小米所採取的創新作法進行探討，試圖瞭解小米如何在創立至今四年多的時間達成其餘競爭廠商望其相背的成就。 研究結果發現，小米科技發展初期，尚未發行手機硬體前，口碑的形成源自消費者於論壇討論區大量參與MIUI開發與改進所引起關於服務品質、滿意度以及忠誠度的提升。在手機產品上市後，小米科技除了以較競爭廠商更具性能價格比優勢的手機產品吸引消費者外，亦持續透過論壇與服務經營消費者關係，增進了消費者對於品牌口碑傳遞的意願。本研究透過問卷與訪談發現，在小米口碑傳遞內容部分多為其產品之高性能價格比。對於性能價格比優勢，小米科技則是透過限量的搶購模式有效延長產品話題熱度與生命週期，利用常態性關鍵零組件價格走勢降低製造成本，並以手機產品普及後所帶來之服務收入作為其主要營運獲利模式。 本研究亦建議後續研究可針對限量銷售模式、使用者參與程度與口碑內容的影響等方向進一步進行探討，進而對行銷實務上有所貢獻。 / In recent years, a rapid growth in smart-phone usage is observed. According to a study by market research agency, Trendforce, global smart-phone shipment grew at a pace of 6.5% in fourth quarter of 2013 and reached 260 million units. Chinese brand, Xiaomi, alone captured 3% of the global market share during the most competitive period of smart-phone business. It is expected that its 2014 shipment volume will reach 40 million units. Due to this remarkable achievement, this study will analyze the brand from the perspective of end user behavior, word of mouth marketing and the so called "hunger marketing" where limited editions are used, to explore the success of Xiaomi's strategy and its position in the global market within a four year span. The research result indicates that in the early stage of Xiaomi's establishment, prior to their involvement in hardware, the awareness were already establishing from forum discussion of service quality, consumer satisfaction and loyalty, and the development of MIUI. When the hardware eventually launched, Xiaomi's selling point came not only from its low cost strategy, but they continued to participate in forum studies in consumer service level and naturally created brand viral. Consumer market research shows that leading awareness focuses on Xiaomi's high performance/cost ratio. To build on this advantage, Xiaomi uses a limited volume strategy to create brand viral and prolongs product life cycle. It takes advantage of the declining price trend of key components to lower manufacturing costs and income from the software services to enhance operating profit. Further study is recommended on the benefits and results of limited volume strategy, user participation and word of mouth marketing.

口碑一直以為都是企業行銷的重要利器，而同時也是要害之一，且隨著網路的發達和社群網路的發展，對企業的影響也越來越大。而近幾年在媒體中開始出現一個新名詞，用來形容負面口碑在社群媒體中傳播的現象-線上口碑風暴(Online Firestorm)。 線上口碑風暴的相關研究相當的稀少，而在許多口碑的相關研究中也未多著墨，但隨著社群媒體的發展，此現象已越來越普遍，因此有研究探討的價值，所以在本研究中將先定義出線上口碑風暴，並以Google搜尋趨勢設計出測量線上口碑風暴的方式，以利將其從負面口碑的傳播分辨出來，並利用這樣的方法找出六個線上口碑風暴的個案來進行研究，配合Coombs的印象修復理論來進一步分析。 研究結果發現，可以將線上口碑風暴依成因分成「過去不好的服務或產品體驗」、「錯誤的時機情境」和「不適當的聲明或宣傳」，而各類別的最佳回應策略在文中有詳細講述。另外，當企業使用的回應策略越多時，線上口碑風暴持續的時間就可能越久。影響線上口碑風暴的因素有很多，經本研究的討論分析後，發現「負面訊息傳播的平台」、「回應策略的運用」和「企業的規模和性質」為最會影響線上口碑風暴的因素。 / Word-of-Mouth (WOM) has been a major marketing tool to the enterprise, but could also be one of its threats. With the development of the Internet and social networks, the impact of WOM on enterprises is also growing. In recent years, the rapid propagation of negative Word-of-Mouth in social media has gained much attention in media and is named “Online Firestorm.” Academic studies about Online Firestorm are rare, and researchers of Word-of-Mouth have not investigated it. Giving the development of social media, this phenomenon has become increasingly common. Therefore it is important for companies to know and better handle it and for researchers to investigate this new issue. In this study, we will define and measure Online Firestorm though Google Trends. We will also collect data from six cases and analyze how different responding strategies may result in different outcomes. Research found that Online Firestorm can be categorized into “past bad service or prouduct experience”, “bad timing scenarios” and “inappropriate statements or propaganda” according to the causes of the storm. The best response strategies to all kinds are described in the text. In addition, when used more response strategies, Online Firestorm duration may longer. There are many factors affecting the Online Firestorm, after the discussion and analysis found that "negative information dissemination platform", "the using of response strategies" and "the scale and nature of the enterprises" and as the factors that most likely to affect the Online Firestorm.

Online reviews provided from consumers who had previous experiences have become major information resource for consumers and marketers. The blogs then becomes the Web-based consumer opinion platform; the Internet enables consumers to share their experience with other consumers as the online word-of-mouth (WOM) communication. Online reviews on traveling and food tasting and by consumers who previously experienced have become a major information source for consumers and marketers regarding to the tourist spots and restaurants. The study extends previous existing research on the effects of WOM and consumer decision making by conducting the in-depth interview with bloggers and an online survey on blog viewing and information searching behaviors. With the development of Web 2.0, word-of-mouth marketing is able to influence the consumers interactively. The user-generated contents created spread among the consumers soon and marketers become able to access millions of potential consumers over the world by understanding the new ways of communication. Word-of-mouth (WOM) marketing is the most honest form of marketing because consumers are sharing their own opinions, independent of messaging and manipulation (Throne, 2008). In the study, the researcher will discuss how the blog readers rely on the source of word-of-mouth conversations and the further suggestions on consumer behaviors and marketing insights, analyzed from the perspectives of user satisfaction, information credibility and consumer loyalty. Keywords: blog marketing, consumer decision making, online word-of-mouth (WOM).

電影屬於服務的一種，具有抽象與體驗消費的特性，因此，消費者在親自觀賞之前很難評估一部電影的品質為何。為了減少購買風險，他們會盡量尋找參考資訊或與其他消費者交流來增加了解程度，以協助其進行購買決策。其中，又因口碑為消費者之間一種非商業化、非正式的溝通，多為消費者個人的經驗分享，較一般公司網站與商業廣告更為公正客觀，也更容易獲得信任，在電影行銷的過程中扮演非常重要的角色。 不同於過去的研究，本研究依據「深思熟慮可能性模式」將口碑依其內容分為中央與周邊線索口碑資訊，再加入消費者的「涉入程度」與「口碑信任度」為調節變數，分別探討它們對於消費者態度的影響。 經兩次前測後發放正式問卷，共回收233份有效問卷，主要研究發現如下： 1.中央與周邊線索口碑資訊皆會顯著且正向影響消費者的態度。 2.消費者涉入程度的調節效果相當有限，但其本身對消費者態度即具有非常大的影響力。 3.口碑來源信任度對中央線索口碑資訊與態度之間的關係具有強化的作用，但反而會減弱周邊線索口碑資訊對態度的影響力。

本研究是根據Feick和Price等學者在傳統實體通路所作的「市場行家」相關研究為出發點，希望在網際網路的世界中也能夠證實「網路市場行家」的存在；「網路市場行家」會因應網際網路的傳播特質，展現他們的市場影響力，故本研究可以視為「市場行家理論」在網際網路環境下的應證與延伸。 本研究所定義的「網路市場行家」，不但積極上網搜尋多元化的商品資訊以及新商品或新品牌的訊息，同時也較常在網路上消費，另外他們每週上網時數高達23.8小時，平均訂閱7.7份免費電子報，也較有意願訂閱付費電子報。 「網路市場行家」對於網路行銷人員的意義在於，他們是「電子口碑」傳播的種子，因為他們平時轉寄電子郵件的頻率比一般人高，同時「網路市場行家」認為市場訊息是重要並值得轉寄給其它人，其中他們最重視的是「特價訊息」，其次才是「產品品質」。而「網路市場行家」最常接觸的行銷管道依次為：閱讀熟人轉寄的電子郵件，其次是收到電子折價券、參與網路促銷贈獎活動、閱讀電子郵件廣告，最後才是點選橫幅廣告。 「網路市場行家」不僅傳遞有用的消費資訊而已，研究也發現他們對於身邊的人在購買「書籍雜誌」的決策上，具有意見領袖影響特質；而「男性網路市場行家」在「電腦硬體及周邊」上具有意見領袖特質，而「女性網路市場行家」則對於「室內休閒娛樂」方面具有意見領袖的影響力。至於在新上市商品的早期購買行為方面，「網路市場行家」會比別人早一步購買「書籍雜誌」類商品，至於其它新商品方面，他們仍是最好的市場訊息的代言人。 「網路市場行家」喜歡蒐尋市場資訊，又較常因人際之間轉寄電子郵件而傳播市場資訊，故他們所傳播的「電子口碑」對於消費行為具有不可忽視的影響力。本研究應證「網路市場行家」特質的存在，不但初步建立「電子口碑傳播」的研究基礎，也延伸了傳統「市場行家」理論的意涵。

Word-of-mouth communication (WOMC) has been recognized as a powerful marketing communication medium that many consider beyond marketers' control and yet is a reliable, creditable, trustworthy information-gathering tool, especially in credence-based services (CBS). To date, the various types of WOMC messages have not yet been adequately studied in the context of CBS. Using the individual face-toface convergence interview (CI) technique as the primary data collection method of exploratory research, this study attempts to fill this gap by describing the types, the characteristics, and the significance of WOMC messages involved in a CBS information gathering process (e.g. selection of an Australian higher education service). Marketers in the higher education sector feel WOMC advertising is unfamiliar and less manageable, but powerful in practice, especially in recruiting overseas Asian students. This study took the strengths of computer-assisted qualitative data analysis software (CAQDAS), N*Vivo 2, to manage qualitative transcriptions and enhance the data analysis process in organizing, linking, coding categorizing, organizing, summarizing behaviour patterns in order to explore the insightful findings and answer research questions. The study summarizes participants' motivation items and the specific information gathering steps as the foundation to discover the three types of WOMC messages (service information gathering, subjective personal experience, and personal advice) the characteristics of WOMC messages and the significance of WOMC messages in the CBS information gathering process. In theoretical terms, the findings on the role of types of WOMC messages have extended Beltramini model in the information gathering stage. In terms of the management implications, this research advances the current understanding of the types of WOMC messages, insightful WOMC characteristics and significances in behaviour patterns in the CBS information gathering process. As a result, university marketers are able to effectively cultivate various types of WOMC messages in promotion campaigns.

Sociala medier är ett vanligt förekommande fenomen som används av allt fler människor världen över. På sociala medier ges både företag och privata användare möjlighet att publicera videoinnehåll. I linje med att video på sociala medier växt fram, har möjligheter att använda video i marknadsföringssyfte utvecklats. Det har resulterat i att allt fler företag och marknadsförare insett fördelen med att inkludera video som en aspekt i marknadsföringsstrategier. Det har identifierats ett teoretiskt gap inom forskning som behandlar vilka attribut som bör inkluderas i en video för att fånga en konsuments intresse och främja videodelning. Syftet med denna studie är således att få kunskap kring attribut som är av betydelse vid utformning av videomarknadsföring på sociala medier och om dessa attribut är av betydelse för huruvida en video sprids genom videodelning. Författarna ämnar dessutom undersöka om video på sociala medier kan ha en eventuell påverkan på tittarens köpintention. Studien ämnar således besvara följande forskningsfråga: Vilka attribut bör inkluderas i videomarknadsföring på sociala medier för att attrahera tittare och generera spridning? Studien har utförts utifrån en kvantitativ metod och studieobjektet är användare Instagram. I samband med att Instagram introducerade möjligheten att publicera video, har videomarknasföring blivit allt vanligare och mer framträdande i kanalen. Via videomarknadsföring på Instagram har företag och marknadsförare potential att nå ut till en stor publik. Utifrån syftet och den forskningsfråga som författarna ämnar besvara har teori gällande native advertising, viral marknadsföring, videodelning, elektronisk word- of-mouth (eWOM), AIDA-modellen samt attribut inom video inkluderats i studiens teoretiska referensram. Den empiriska data som återfinns i studien har samlats in genom en webbenkät och den urvalsstrategi som använts är snöbollsurval. Statistiska tester i from av chitvå-test samt korrelationstest har genomförts för att härleda samband mellan olika variabler. Cronbach’s Alpha har genomförts för att styrka studiens inre reliabilitet. Utifrån den data som samlats in och utifrån de statistiska tester som genomförts har det konstaterats att attributen underhållning, engagemang och utformning bör inkluderas i videomarknadsföring för att attrahera tittare och generera spridning. Studien bidrar med en teoretisk modell som revideras utifrån studiens resultat. Modellen bidrar med teorier och attribut som är av relevans att beakta vid utformning av videomarknadsföring på sociala medier av såväl företag som marknadsförare.

Submitted by Noeme Timbo (noeme.timbo@metodista.br) on 2016-08-19T19:18:59Z No. of bitstreams: 1 Vania Braz 3.pdf: 3089749 bytes, checksum: 453c94e43ab71f17d6ed6a3012651cfe (MD5) / Made available in DSpace on 2016-08-19T19:18:59Z (GMT). No. of bitstreams: 1 Vania Braz 3.pdf: 3089749 bytes, checksum: 453c94e43ab71f17d6ed6a3012651cfe (MD5) Previous issue date: 2016-03-31 / The postmodern consumer, inserted in a new communication environment, enhances their expressions, which are able to assess a brand or product and convey their opinion by social networks, ie, consumers can express their opinions and desires, dialogue with peers in a spontaneous way in social medias. It is in this atmosphere of participation and interaction (cyberspace) which is our object of study, the word of mouth online - the voice of the contemporary consumer, also known as a personal informative demonstration or talk, opinion sharing. Provided by consumers in social medias, word of mouth is strengthened depending on possibilities of interaction, characteristic of the network society. In this scenario, the objective of this research is to characterize the wordofmouth online as a new flow of communication among consumers, today enhanced by new communication technologies, able to change the brand awareness and demonstrate the use, by the marks,of the social medias even as a one-way communication environment. Through three cases selected by convenience (two national and international cases), our research analysis corpus was limited to the 5,084 comments made available after the publication of newspaper articles in Portal G1 and the fanpages (Facebook), both relating to selected cases. The Analysis of Content of posts allowed us to identify and categorize this contemporary consumer’speech, and this made possible to verify that the organizations / brands make use of the mass culture:they don’t dialogue with their customers because they use social medias yet unidirectional, in addition they do not give due attention to the current flow which puts in evidence the shared opinion of consumers of this network society. / O consumidor contemporâneo, inserido em um novo ambiente de comunicação, potencializa suas expressões, capaz de avaliar uma marca ou produto e transmitir sua opinião pelas redes sociais, ou seja, o consumidor expressa suas opiniões e desejos dialogando com seus pares de forma espontânea nas redes sociais on-line. É neste ambiente de participação e interação (ciberespaço) que está nosso objeto de estudo, o boca a boca on-line – a voz do consumidor contemporâneo, também conhecido como uma manifestação informativa pessoal ou uma conversa, a opinion sharing. Proporcionado pelos consumidores nas redes sociais on-line, o boca a boca se fortalece em função das possibilidades de interação, característica da sociedade em rede. Nesse cenário, oobjetivo desta pesquisa é caracterizar o boca a boca on-line como um novo fluxo comunicacional entre consumidores, hoje potencializado pelas novas tecnologias da comunicação, capazes de alterar a percepção da marca e demonstrar o uso, pelas marcas, das redes sociais on-line ainda como um ambiente de comunicação unidirecional. Mediante três casos selecionados por conveniência (dois casos nacionais e um internacional), o corpus de análise de nossa pesquisa se limitou aos 5.084 comentários disponibilizados após publicação de matérias jornalísticas no Portal G1 e nas fanpages (Facebook), ambos relativos aos casos selecionados. Com a Análise de Conteúdo dos posts, identificamos e categorizamos a fala do consumidor contemporâneo, sendo assim possível comprovar que as organizações/marcas se valem da cultura do massivo, não dialogando com seus consumidores, pois utilizam as redes sociais on-line ainda de forma unidirecional, além de não darem a devida atenção ao atual fluxo onde se evidencia a opinião compartilhada dos consumidores da sociedade em rede.

Submitted by Camila dos Anjos Ferraz (cacaferraz@gmail.com) on 2015-12-25T19:05:12Z No. of bitstreams: 1 Co-Creation in Hospitality Industry - a Case Study on the Drivers for Traveler-Generated Content.pdf: 2832811 bytes, checksum: de014292f47037eecdbc94c6ac2ec326 (MD5) / Rejected by Ana Luiza Holme (ana.holme@fgv.br), reason: Camila, O numero das paginas só pode aparecer a partir da introdução. Aguardo. Ana Luiza Holme 3799-3492 on 2016-01-04T11:14:13Z (GMT) / Submitted by Camila dos Anjos Ferraz (cacaferraz@gmail.com) on 2016-01-05T21:22:34Z No. of bitstreams: 1 Co-Creation in Hospitality Industry - a Case Study on the Drivers for Traveler-Generated Content.pdf: 2835215 bytes, checksum: 46c4a7a25788c28545d6f2e54f44fae6 (MD5) / Approved for entry into archive by Ana Luiza Holme (ana.holme@fgv.br) on 2016-01-06T11:12:17Z (GMT) No. of bitstreams: 1 Co-Creation in Hospitality Industry - a Case Study on the Drivers for Traveler-Generated Content.pdf: 2835215 bytes, checksum: 46c4a7a25788c28545d6f2e54f44fae6 (MD5) / Made available in DSpace on 2016-01-06T11:44:26Z (GMT). No. of bitstreams: 1 Co-Creation in Hospitality Industry - a Case Study on the Drivers for Traveler-Generated Content.pdf: 2835215 bytes, checksum: 46c4a7a25788c28545d6f2e54f44fae6 (MD5) Previous issue date: 2015-12-18 / User-generated content in travel industry is the phenomenon studied in this research, which aims to fill the literature gap on the drivers to write reviews on TripAdvisor. The object of study is relevant from a managerial standpoint since the motivators that drive users to co-create can shape strategies and be turned into external leverages that generate value for brands through content production. From an academic perspective, the goal is to enhance literature on the field, and fill a gap on adherence of local culture to UGC given industry structure specificities. The business’ impact of UGC is supported by the fact that it increases e-commerce conversion rates since research undertaken by Ye, Law, Gu and Chen (2009) states each 10% in traveler review ratings boosts online booking in more than 5%. The literature review builds a theoretical framework on required concepts to support the TripAdvisor case study methodology. Quantitative and qualitative data compound the methodological approach through literature review, desk research, executive interview, and user survey which are analyzed under factor and cluster analysis to group users with similar drivers towards UGC. Additionally, cultural and country-specific aspects impact user behavior. Since hospitality industry in Brazil is concentrated on long tail – 92% of hotels in Brazil are independent ones (Jones Lang LaSalle, 2015, p. 7) – and lesser known hotels take better advantage of reviews – according to Luca (2011) each one Yelp-star increase in rating, increases in 9% independent restaurant revenue whereas in chain restaurants the reviews have no effect – , this dissertation sought to understand UGC in the context of travelers from São Paulo (Brazil) and adopted the case of TripAdvisor to describe what are the incentives that drives user’s co-creation among targeted travelers. It has an outcome of 4 different clusters with different drivers for UGC that enables to design marketing strategies, and it also concludes there’s a big potential to convert current content consumers into producers, the remaining importance of friends and family referrals and the role played by incentives. Among the conclusions, this study lead us to an exploration of positive feedback and network effect concepts, a reinforcement of the UGC relevance for long tail hotels, the interdependence across content production, consumption and participation; and the role played by technology allied with behavioral analysis to take effective decisions. The adherence of UGC to hospitality industry, also outlines the formulation of the concept present in the dissertation title of 'Traveler-Generated Content'. / Esta pesquisa estuda o fenômeno de conteúdo gerado por usuários aplicado à indústria de turismo com o objetivo de preencher a lacuna literária nas motivações que levam usuários à escrever avaliações no TripAdvisor. O objeto do estudo tem sua relevância gerencial uma vez que, identificadas as motivações dos viajantes para co-criar, estas possam tornar-se alavancas para geração de valor para marcas através da geração de conteúdo. Do ponto de vista acadêmico, o objetivo é expandir a literatura neste campo e endereçar a aderência de cultura local de co-criação aplicada às especifidades da indústria selecionada. O impacto de conteúdo gerado pelo usuário é endossado pelo fato das avaliações influenciarem as taxas de conversão. De acordo com a pesquisa conduzida por Ye, Law, Gu e Chen (2009), para cada 10% incremental na avaliação de um hotel, as reservas online crescem em 5%. A revisão literária constrói o modelo teórico para embasar a metodologia de estudo de caso do TripAdvisor. Aspectos quantitativos e qualitativos compõem a abordagem metodológica por meio de revisão literária, pesquisa por dados secundários, entrevista com executivo e pesquisa com usuários processadas com análises fatoriais e de agrupamentos (clusters). Além disso, o comportamento do usuário é impactado por aspectos culturais, o que diferencia suas motivações. A indústria de hospitalidade no Brasil é predominantemente dispersa sendo 92% dos quartos de hotéis independentes (Jones Lang LaSalle, 2015, p. 7) e hotéis menos conhecidos tendem a ser mais beneficiados em consideração do consumidor depois de receber avaliações segundo Luca (2011), que observou que o aumento de uma estrela na avaliação do Yelp, aumenta em 9% o faturamento de restaurantes independentes, enquanto nos de rede não há nenhum impacto. Portanto, essa dissertação almeja entender a geração de conteúdo por usuários no contexto de viajantes de São Paulo, Brasil, adotando o caso do TripAdvisor para descrever os incentivos para co-criação de usuários entre o público selecionado. A análise entrega quatro diferentes grupos que permitem embasar o desenvolvimento de estratégias de marketing. O estudo também sugere a existência de potencial na conversão de atuais consumidores de conteúdo em produtores de conteúdo, a remanescente importância das recomendações de familiares e amigos e o papel exercido por incentivos. Dentre as conclusões, a pesquisa leva à exploração dos conceitos de feedback positivo e efeito de rede, o reforço da relevância de conteúdo gerado por usuários para hotéis independentes, a interdependência entre participação, produção e consumo de conteúdo e o papel exercido pela tecnologia, aliada à análises comportamentais, na tomada de decisões. A aderência do conceito de UGC à indústria de hospitalidade nos leva ao conceito presente no título da dissertação de 'Conteúdo Gerado por Viajantes'.

Made available in DSpace on 2010-04-20T20:48:42Z (GMT). No. of bitstreams: 3 166815.pdf.jpg: 22231 bytes, checksum: 05dc610aedf210f4be6b23efe4fbe2f1 (MD5) 166815.pdf: 1470969 bytes, checksum: bd39991c397493712240206a46d81b74 (MD5) 166815.pdf.txt: 498847 bytes, checksum: cc7765645aad075debcf0b507bfee522 (MD5) Previous issue date: 2007-02-02T00:00:00Z / Esta tese tem como tema central o valor para o cliente, e como finalidade principal explorar a relação entre valor e comportamentos de reclamação e de boca a boca. O trabalho justificou-se pela necessidade de uma análise conjunta dos três temas, como forma de viabilizar uma melhor compreensão destes temas como elementos relevantes do paradigma de marketing de relacionamento. Foi desenvolvida uma revisão da literatura sobre cada um dos temas, com maior extensão sobre o valor para o cliente. Em cada um destes foram apontados: uma visão geral dos temas; a discussão conceitual e a relevância teórica e prática de cada assunto; os principais desafios para pesquisa; aspectos relacionados à mensuração; e os desenvolvimentos dos temas no contexto brasileiro. Foi elaborado a partir desta revisão um total de cinco proposições, que geraram dois modelos estruturais aos quais foram agregadas as proposições conceituais associadas aos construtos de benefício e de sacrifício como dimensões de valor para o cliente. Para avaliar os dois modelos, decidiu-se proceder a um levantamento de dados, por meio de um questionário estruturado, junto a estudantes de cursos de pós-graduação lato sensu da área de gestão, na cidade de Fortaleza. Foram coletados 261 questionários, dos quais 248 foram utilizados nas análises. Os modelos foram avaliados a partir da técnica de Modelagem de Equações Estruturais, tendo-se destacado os seguintes resultados: com relação à reclamação, identificou-se que, quanto mais os clientes percebem valor nos serviços, mais se tornam predispostos a reclamar, e mais efetivamente reclamam; quanto ao comportamento de boca a boca, verificou-se que quanto mais valor os clientes percebem, mais são predispostos a tais comunicações, e efetivamente falam mais intensamente e mais favoravelmente. Adicionalmente, foram identificadas algumas dificuldades com as proposições conceituais, e com os antecedentes do valor. Com base nos resultados, são apontadas algumas recomendações para outras pesquisas envolvendo os temas em questão, como forma de superar as limitações identificadas, e de avaliar os problemas identificados em cada um dos temas. / This dissertation has the customer value as the main subject, and the main purpose was to analyze the relationship of value with complaining and word-of-mouth behaviors. The research is justified for the necessity of a scientific analysis putting the three subjects together, in order to make possible a better comprehension of them as elements of the marketing relationship paradigm. This way, it was done a research on the academic literature of each subject, more extensively on customer value. For each subject, it was appointed: an overall analysis; a discussion about the concepts and the theoretical and practical relevance; the main challenges for academic research; aspects of measurement; and the development of researches on the subject in the Brazilian context. From the literature evaluation, five propositions were developed, what generated two different structural models. Conceptual propositions related to the benefits and sacrifices dimensions related to customer value concept were also put in the models. In order to evaluate the two models, a questionnaire was prepared, and the data collected with students of management lato sensu post graduate courses from Fortaleza. A total of 261 questionnaires were collected, and 248 were used in the analysis. Structural Equation Modeling were used to evaluate the models, and the main results were: related to complaining behavior, it was identified that value perceived influences positively the complaining intention, and the action of complaining; related to word-of-mouth, it was identified that value perceived influences positively the word-of-mouth intention, and also the behavior intensity and favorability. In addition, some difficulties were found relating the value conceptual propositions, both with the benefits and the sacrifices dimensions. From the results, some research recommendations involving the subjects were suggested, as a way to solve the limitations of this research, and to evaluate the problems identified in each one of the subjects.