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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.
| Identifer | oai:union.ndltd.org:IBICT/oai:localhost:tede/1004 |
| Date | 05 December 2008 |
| Creators | GALINDO, Fl?via Luzia Oliveira da Cunha |
| Contributors | Fandi?o, Antonio Martinez |
| 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, Instituto de Ci?ncias Humanas e Sociais |
| 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 |
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