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Previous issue date: 2017-03-30 / Coordena??o de Aperfei?oamento de Pessoal de N?vel Superior - CAPES / Consumer behavior has been the focus of service marketing studies in recent decades,
especially in the search for understanding consumer experiences and, more recently, the
formation of value resulting from these experiences and their implications. In this context, this
thesis aims to broaden existing knowledge about the construction of extraordinary consumer
experiences and consumer value, starting to understand them no longer as limited to a
momentary perception of a phenomenon (meeting of services), but as a multidimensional
formative experience, individual, collective and built over time. The methodological approach
adopted was qualitative, anchored in the phenomenological interpretative paradigm. Multiple
data collection techniques (in-depth interviews, journals, photographs, etc.) were used in a
longitudinal study. The participants of the study were the consumers of the Rock in Rio 2015
music festival (individuals and couples), as well as the organization of the festival itself ? Rock
World S.A. The data collected were analyzed through the technique of content analysis, aiming
to identify the dimensions present in each step of the formation of value of experience for the
consumer. The results showed that the formation of value occurs in a continuous, integrative
and interactive process, forming a hermeneutical spiral. In the spiral, the three phases of
consumption interact. In the pre-consumption phase, the hedonic and social dimensions were
more relevant, linked to the affective aspects of the memories and emotions provoked by them
? both individually and collectively. In the consumption phase, the hedonic and social
dimensions again preponderated. They gained strength by direct experience with the elements
of the dimensions of visual appeal and atmosphere. For post-consumer evaluation, the hedonic,
social, esteem, atmosphere and excellence were the preponderated dimensions. These
dimensions generated value throughout the experience by the interaction that occurred between
them in the spiral, because they are directly linked to each other, each serving as a trigger for
the others. It has been shown that the consumer value derives from the experience as the benefits
are not only in the attractions, but in the experience of the consumer as a whole at the festival,
which begins even before the purchase of the tickets. To provide extraordinary consumer
experiences and to create value for the consumer, it was necessary to establish a high level of
interaction between provider and consumer, so that the consumer could co-create the experience
over time. This would allow the consumer to perceive the actions of the provider not restricted
to the "moment of truth", but present before and after consumption, which would favor the
creation of bonds and the development of a sense of belonging and complicity with the provider.
Final considerations point out that future research will analyze consumer experiences that are not only extraordinary, but also seek to analyze the influence of different media used by
providers to interact with consumers. These researches will thus increase the understanding of
the dynamics of the hermeneutical spiral in the formation of value for the consumer. / O comportamento do consumidor tem sido foco de estudos do marketing de servi?os nas ?ltimas
d?cadas, em especial na busca pela compreens?o das experi?ncias do consumidor e, mais
recentemente, a forma??o de valor decorrente dessas experi?ncias e suas implica??es. Neste
contexto, esta tese visa ampliar o conhecimento j? existente sobre a constru??o de experi?ncias
de consumo extraordin?rias e o valor para o consumidor, passando a compreend?-los n?o mais
como limitadas a uma percep??o moment?nea de um fen?meno (encontro de servi?os), mas
como uma experi?ncia formativa multidimensional, individual, coletiva e constru?da ao longo
do tempo. A abordagem metodol?gica adotada foi a qualitativa, ancorada no paradigma
interpretativista fenomenol?gico. Foram utilizadas m?ltiplas t?cnicas de coleta de dados
(entrevista em profundidade, di?rios, fotografias, etc.), com em um estudo longitudinal. Os
participantes do estudo foram os consumidores do festival de m?sica Rock in Rio 2015
(indiv?duos e casais), al?m da pr?pria organiza??o do festival ? Rock World S.A. Os dados
levantados foram analisados por meio da t?cnica de an?lise de conte?do, visando identificar as
dimens?es presentes em cada etapa do processo de forma??o do valor da experi?ncia para o
consumidor. Os resultados demonstraram que a forma??o do valor, se d? em um processo
cont?nuo, integrativo e interativo conformando uma espiral hermen?utica. Na espiral, as tr?s
fases de consumo interagem. Na fase de pr?-consumo, as dimens?es hed?nicas e sociais tiveram
maior relev?ncia atreladas aos aspectos afetivos das lembran?as e emo??es despertadas por elas
? tanto no ?mbito individual quanto coletivo. Na fase de consumo, novamente preponderaram
as dimens?es hed?nicas e socais, as quais ganharam for?a pela experi?ncia direta com os
elementos das dimens?es de apelo visual e atmosfera. Para a avalia??o p?s-consumo,
preponderaram as dimens?es hed?nicas, social, de estima, al?m da atmosfera e excel?ncia.
Essas geram valor ao longo da experi?ncia pela intera??o que ocorre entre elas na espiral, pois
est?o diretamente vinculadas umas ?s outras, servindo, cada uma, de gatilho para as demais.
Demostrou-se que o valor para o consumidor deriva do conjunto da experi?ncia, pois os
benef?cios n?o est?o compreendidos apenas nas atra??es, mas na experi?ncia do consumidor
como um todo no festival, que se inicia mesmo antes da compra dos ingressos. Para
proporcionar experi?ncias de consumo extraordin?rias e promover valor para o consumidor,
revelou-se necess?rio o estabelecimento de um n?vel de intera??o elevado entre provedor e
consumidor, de maneira que o consumidor pudesse ir co-criando a experi?ncia ao longo do
tempo. Isso permitiria que o consumidor percebesse as a??es do provedor n?o restritas ao
?momento da verdade?, mas presentes antes e depois do consumo, o que favoreceria a cria??o de la?os e desenvolvimento de um sentimento de pertencimento e cumplicidade com o
provedor. Considera??es finais apontam para que pesquisas futuras analisem outras
experi?ncias de consumo que n?o apenas as extraordin?rias, e tamb?m busquem analisar a
influ?ncia das diferentes m?dias utilizadas pelos provedores para intera??o com os
consumidores. Essas pesquisas, poder?o assim ampliar a compreens?o da din?mica da espiral
hermen?utica na forma??o de valor para o consumidor.
| Identifer | oai:union.ndltd.org:IBICT/oai:tede2.pucrs.br:tede/7523 |
| Date | 30 March 2017 |
| Creators | H?pner, Aline |
| Contributors | Almeida, Stef?nia Ordov?s de, Brasil, Vin?cius Sittoni |
| Publisher | Pontif?cia Universidade Cat?lica do Rio Grande do Sul, Programa de P?s-Gradua??o em Administra??o e Neg?cios, PUCRS, Brasil, Escola de Neg?cios |
| Source Sets | IBICT Brazilian ETDs |
| Language | Portuguese |
| Detected Language | English |
| Type | info:eu-repo/semantics/publishedVersion, info:eu-repo/semantics/doctoralThesis |
| Format | application/pdf |
| Source | reponame:Biblioteca Digital de Teses e Dissertações da PUC_RS, instname:Pontifícia Universidade Católica do Rio Grande do Sul, instacron:PUC_RS |
| Rights | info:eu-repo/semantics/openAccess |
| Relation | -693708953863352273, 600, 600, 600, 600, -4029489148974231049, 8024035432632778221, 3590462550136975366 |
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