O significado do consumo de serviÃos de restaurante a partir da experiÃncia de compra

AUTOR(ES)

Maria de Lourdes de Azevedo Barbosa

DATA DE PUBLICAÇÃO

2006

RESUMO

The research work upon which this dissertation is based had the main objective of collecting data to a better understanding of the consumption of restaurant services. The analytical approach followed places emphasis on the experience (ranging from âordinaryâ to âextraordinaryâ) of a person, while he or she is consuming that type of service. It is argued that, even though objective factors put in place by the sellers do play an important role, they alone do not offer a satisfactory explanation for the experience of consuming restaurant services. The consumerâs subjectivity will strongly influence how he or she experiences the act of consuming those services â whether as an âordinary experienceâ, an âextraordinaryâ one, or something in between. The research followed the phenomenological-hermeneutic-case study approach. Two restaurants with contrasting features were selected for observation: the first, a fast-food, utilitarian restaurant; the other, a restaurant à la carte, i.e, a more elaborate, hedonic one. For collecting the data, a focal group was formed; the following steps were in loco observation, and interviews in depth with consumers of the two selected restaurants. It was found that the utilitarian features of restaurant A (fast food) influenced its costumers to more frequently view their experiences of eating there as âordinaryâ; while the reverse has normally happened with costumers of the more sophisticate Restaurant B. While this is what should be expected, many deviations or nuances from this pattern were observed, which are attributed to the role of the consumerâs subjectivity in the determination of how the act of eating in a restaurant is ultimately experienced by him or her. A thorough understanding of the act of consuming restaurant services, therefore, can only be reached if subjective factors are duly taken into account, as they are in this dissertation

ASSUNTO(S)

utilitarian consumption experiÃncia de consumo experience experiÃncia administracao consumption experience serviÃos de restaurante consumo utilitÃrio consumo hedÃnico hedonic consumption extraordinary experience experiÃncia ordinÃria e extraordinÃria ordinary experience restaurant services

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