Construção da experiência de consumo : um olhar para compreender o valor nas experiências

Abstract

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.