Made available in DSpace on 2016-04-28T20:19:21Z (GMT). No. of bitstreams: 1
2008 - Jucimara Martins dos Santos.pdf: 4936328 bytes, checksum: c3a6df22694e5aabbd58ccabaa3be80e (MD5)
Previous issue date: 2008-09-04 / Not only eat quantities of nutrients and calories to keep the body functioning at an
appropriate level: the act of eating understands, too, forms of expression and affirmation
of social identities. It involves the selection, the choices, the occasions and rituals that
may be organized and classified in order to understand the social dynamics that takes
place in the human experience of living day to day. Culture and consumption, thus,
processes are interconnected and inseparable and only makes sense to discuss them
within a specific cultural scheme. The objective of this case study was to understand the
processes that occur in the restaurant that Nutrinatural stimulated, either formally or
informally, retention and hence the loyalty of customers . The locus of the research was
the natural food restaurant in the self-service kilo, Nutrinatural. To develop the work,
we need to contextualize the locus of the study and the city where he falls; describe the
structure and ways of operating the restaurant, identifying the situations that lead
customers to return to the restaurant; understand the levels of sociability established
between customers and employees, customers and the owners of the restaurant. We
chose to develop a study with the basic qualitative ethnographic perspective through coday
visit to the restaurant. This co-trip took one to two times per week on different days
and times. The report was prepared from the participatory observation and informal
conversations with customers in time for lunch, for 11 months (May 2007 to March
2008), and through semi-structured interviews with 12 clients who attend the restaurant
so continuous, and also with the owners. The results were classified according to the
principle of saturation in 05 categories. It has been proved that the keynote to the
process of loyalty in the study, is related to the feeling of being in the family is doing
Nutrinatural meals in the restaurant. The sociability proved to be as important as the
health and flavor. / N?o comemos apenas quantidades de nutrientes e calorias para manter o funcionamento
corporal em n?vel adequado: o ato de comer compreende, tamb?m, formas de express?o
e afirma??o de identidades sociais. Envolve a sele??o, as escolhas, as ocasi?es e os
rituais que podem ser organizados e classificados com vistas a compreender a din?mica
social que se desenrola na experi?ncia humana do viver o dia-a-dia. Cultura e consumo,
assim, s?o processos interligados e indissoci?veis e s? faz sentido discuti-las dentro de
um esquema cultural espec?fico. O objetivo deste estudo de caso foi compreender os
processos que ocorrem no Restaurante Nutrinatural que estimularam, formal ou
informalmente, a reten??o e, logo, a fideliza??o dos clientes. O l?cus da pesquisa foi o
restaurante de comida natural self service a quilo, Nutrinatural. Para desenvolver o
trabalho, precisamos contextualizar o l?cus do estudo e o munic?pio em que ele se
insere; descrever a estrutura e as formas de funcionamento do restaurante; identificar as
situa??es que levam os clientes a retornarem ao restaurante; compreender os n?veis de
sociabilidade estabelecidos entre os clientes e os funcion?rios, os clientes e as
propriet?rias do restaurante. Optou-se por desenvolver um estudo de base qualitativa
com perspectiva etnogr?fica atrav?s da co-visita di?ria ao restaurante. Esta co-visita se
deu de uma a duas vezes por semana em dias e hor?rios diferentes. O relato foi
elaborado a partir da observa??o participativa e das conversas informais com os clientes
nos hor?rios de almo?o, durante 11 meses (maio de 2007 a mar?o de 2008), e atrav?s de
entrevistas semi-estruturadas com 12 clientes que freq?entam o restaurante de forma
cont?nua, e tamb?m com as propriet?rias. Os resultados foram classificados segundo o
princ?pio de satura??o em 05 categorias. Comprovou-se que a t?nica para o processo de
fideliza??o, no estudo, est? relacionada ? sensa??o de estar em fam?lia ao se fazer as
refei??es no Restaurante Nutrinatural. A sociabilidade mostrou-se t?o importante quanto
a saudabilidade e o sabor.
| Identifer | oai:union.ndltd.org:IBICT/oai:localhost:tede/998 |
| Date | 04 September 2008 |
| Creators | Santos, Jucimara Martins dos |
| Contributors | Nogueira, Heloisa Guimar?es Peixoto |
| Publisher | Universidade Federal Rural do Rio de Janeiro, Curso de P?s-Gradua??o em Gest?o e Estrat?gia em Neg?cios, UFRRJ, Brasil, Ci?ncias Sociais Aplicadas |
| Source Sets | IBICT Brazilian ETDs |
| Language | Portuguese |
| Detected Language | English |
| Type | info:eu-repo/semantics/publishedVersion, info:eu-repo/semantics/masterThesis |
| Format | application/pdf |
| Source | reponame:Biblioteca Digital de Teses e Dissertações da UFRRJ, instname:Universidade Federal Rural do Rio de Janeiro, instacron:UFRRJ |
| Rights | info:eu-repo/semantics/openAccess |
Page generated in 0.0155 seconds