Compartilhamento de experi?ncias em ambientes virtuais: um estudo de caso em comunidade de avalia??es de servi?os
Ano de defesa: | 2012 |
---|---|
Autor(a) principal: | |
Orientador(a): | |
Banca de defesa: | |
Tipo de documento: | Dissertação |
Tipo de acesso: | Acesso aberto |
Idioma: | por |
Instituição de defesa: |
Pontif?cia Universidade Cat?lica do Rio Grande do Sul
|
Programa de Pós-Graduação: |
Programa de P?s-Gradua??o em Administra??o e Neg?cios
|
Departamento: |
Faculdade de Administra??o, Contabilidade e Economia
|
País: |
BR
|
Palavras-chave em Português: | |
Área do conhecimento CNPq: | |
Link de acesso: | http://tede2.pucrs.br/tede2/handle/tede/5647 |
Resumo: | The evolution of Marketing theories was fundamental to client s participation in the marketing context. Vargo and Lusch (2004) capture this evolution of thought, proposing the creation of the Service-Dominant Logic (S-D Logic). Informed, connected and empowered, consumers begin to influence every part of the business system (PRAHALAD; RAMASWAMY, 2004). Much of this influence power comes from the new forms of communication, especially the internet, which helps consumers to learn more about the companies and to engage in collaboration, contributing to the improvement of products and services and creating new forms of interaction between company and consumers and between consumers themselves. Able to exchange information by relating experiences and seeking subsidies to endorse a future consumption decision, consumers are increasingly active in virtual environments. It is a perspective of word of mouth communication, in a much larger dimension, becoming an important information source (CHEVALIER; MAYZLIN, 2006). Thus, this paper pursuits through a qualitative research, characterized by a case study of a virtual community of evaluation services to explain how occurs the process of sharing consumer experiences in virtual environments and how companies can create value with its consumers from the management of that behavior. The online community TripAdvisor has been chosen for the case study, because it is considered the largest community of world travelers, with more than 60 million reviews and travel recommendations recorded. The research, conducted with consumers, businesses and document analysis, suggests, in its conclusion, the confrontation with the theory of the reliability of social ties proposed by Reigen (1984), which consider strong social ties as more influential in consumer decisions. This study shows that weak social ties have high influence in virtual communities specialized in consumption, which demonstrates a changing reliability pattern between online and offline environments. Another result pointed out by the study refers to the unselfish engagement (DICHTER, 1966; VERLEGH, 2008) of consumers who share consumer experiences in this environment, presenting a behavior more focused in collaboration than the expression of hostility or revenge intentions (JUNG, 1959; ALLPORT; POSTMANN, 1947). Differences in the results of the theory developed until today on word of mouth behavior were also highlighted, regarding to the satisfaction extremes as propellants of such communication (ANDERSON, 1998), because the reports analyzed mostly show a moderate level of satisfaction. With a managerial approach, it is showed the need for companies to be aware of this behavior as a way to promote dialogue between consumers and businesses and thereby co-create value with their customers. At the end of the work, it is presented managerial implications, study limitations and suggestions for future researches. |
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Espartel, L?lis BalestrinCPF:44246099015http://buscatextual.cnpq.br/buscatextual/visualizacv.do?id=K4763295A1CPF:95414878072http://buscatextual.cnpq.br/buscatextual/visualizacv.do?id=K4355018H2Gomes, Tanise Danelon2015-04-14T14:52:25Z2012-07-062012-03-27GOMES, Tanise Danelon. Compartilhamento de experi?ncias em ambientes virtuais: um estudo de caso em comunidade de avalia??es de servi?os. 2012. 230 f. Disserta??o (Mestrado em Administra??o e neg?cios) - Pontif?cia Universidade Cat?lica do Rio Grande do Sul, Porto Alegre, 2012.http://tede2.pucrs.br/tede2/handle/tede/5647The evolution of Marketing theories was fundamental to client s participation in the marketing context. Vargo and Lusch (2004) capture this evolution of thought, proposing the creation of the Service-Dominant Logic (S-D Logic). Informed, connected and empowered, consumers begin to influence every part of the business system (PRAHALAD; RAMASWAMY, 2004). Much of this influence power comes from the new forms of communication, especially the internet, which helps consumers to learn more about the companies and to engage in collaboration, contributing to the improvement of products and services and creating new forms of interaction between company and consumers and between consumers themselves. Able to exchange information by relating experiences and seeking subsidies to endorse a future consumption decision, consumers are increasingly active in virtual environments. It is a perspective of word of mouth communication, in a much larger dimension, becoming an important information source (CHEVALIER; MAYZLIN, 2006). Thus, this paper pursuits through a qualitative research, characterized by a case study of a virtual community of evaluation services to explain how occurs the process of sharing consumer experiences in virtual environments and how companies can create value with its consumers from the management of that behavior. The online community TripAdvisor has been chosen for the case study, because it is considered the largest community of world travelers, with more than 60 million reviews and travel recommendations recorded. The research, conducted with consumers, businesses and document analysis, suggests, in its conclusion, the confrontation with the theory of the reliability of social ties proposed by Reigen (1984), which consider strong social ties as more influential in consumer decisions. This study shows that weak social ties have high influence in virtual communities specialized in consumption, which demonstrates a changing reliability pattern between online and offline environments. Another result pointed out by the study refers to the unselfish engagement (DICHTER, 1966; VERLEGH, 2008) of consumers who share consumer experiences in this environment, presenting a behavior more focused in collaboration than the expression of hostility or revenge intentions (JUNG, 1959; ALLPORT; POSTMANN, 1947). Differences in the results of the theory developed until today on word of mouth behavior were also highlighted, regarding to the satisfaction extremes as propellants of such communication (ANDERSON, 1998), because the reports analyzed mostly show a moderate level of satisfaction. With a managerial approach, it is showed the need for companies to be aware of this behavior as a way to promote dialogue between consumers and businesses and thereby co-create value with their customers. At the end of the work, it is presented managerial implications, study limitations and suggestions for future researches.A evolu??o do pensamento de Marketing foi fundamental para a participa??o do cliente no contexto mercadol?gico. Vargo e Lusch (2004) capturam essa evolu??o de pensamento, propondo o surgimento da L?gica do Servi?o Dominante (L?gica S-D). Informados, conectados e com poderes, os consumidores passam a exercer sua influ?ncia em cada parte do sistema de neg?cios (PRAHALAD; RAMASWAMY, 2004). Muito desse poder de influ?ncia adv?m das novas formas de comunica??o, em especial da internet, que contribui para que os consumidores possam aprender mais sobre as empresas e exercer a colabora??o, contribuindo para a melhoria de produtos e servi?os e criando novas formas de intera??o entre empresa e consumidor e entre os pr?prios consumidores. Aptos a trocar informa??es relatando experi?ncias e buscando subs?dios que endossem uma decis?o futura de consumo, os consumidores est?o cada vez mais ativos nos ambientes virtuais. ? uma perspectiva de comunica??o boca a boca, em uma dimens?o muito maior, que se torna uma importante fonte de informa??es (CHEVALIER; MAYZLIN, 2006). Nesse sentido, o presente trabalho buscou, por meio de uma pesquisa qualitativa, caracterizada por um estudo de caso com uma comunidade virtual de avalia??o de servi?os, explicar como se d? o processo de compartilhamento de experi?ncias de consumo em ambientes virtuais, e como as empresas podem criar valor com seus consumidores a partir do gerenciamento desse comportamento. A comunidade virtual TripAdvisor foi a escolhida para o estudo de caso, por ser considerada a maior comunidade de viajantes do mundo, com mais de 60 milh?es de avalia??es e recomenda??es de viagens registradas. A pesquisa, realizada com consumidores, empresas e an?lise de documentos, sugere, em sua conclus?o, a confronta??o com a teoria da confiabilidade de la?os sociais proposta por Reigen (1984), que coloca os la?os sociais fortes como mais influentes nas decis?es de consumo. O presente estudo mostra que os la?os sociais fracos possuem alta influ?ncia em comunidades virtuais especializadas em consumo, o que denota uma mudan?a de padr?o de confiabilidade entre os ambientes on-line e off-line. Outro resultado apontado pelo estudo refere-se ao engajamento altru?sta (DICHTER, 1966; VERLEGH, 2008) dos consumidores que compartilham experi?ncias de consumo nesse ambiente, demonstrando um comportamento mais voltado ? colabora??o do que ? express?o de hostilidade ou inten??es de vingan?a (JUNG, 1959; ALLPORT; POSTMANN, 1947). Tamb?m foram ressaltadas diferen?as nos resultados da teoria at? hoje desenvolvida sobre comportamento boca a boca, no que diz respeito aos extremos de satisfa??o como propulsores dessa comunica??o (ANDERSON, 1998), pois os relatos analisados, em sua maioria, demonstram um n?vel moderado de satisfa??o. Com um enfoque gerencial, mostra-se a necessidade de as empresas estarem atentas a esse comportamento como forma de promover o di?logo entre consumidores e empresas e, com isso, cocriar valor com seus clientes. Por fim, ao final deste trabalho s?o apresentadas as implica??es acad?micas, bem como as limita??es e sugest?es para estudos futuros.Made available in DSpace on 2015-04-14T14:52:25Z (GMT). No. of bitstreams: 1 439684.pdf: 1416398 bytes, checksum: e2f1966e534bb40abec08424b9785715 (MD5) Previous issue date: 2012-03-27application/pdfhttp://tede2.pucrs.br:80/tede2/retrieve/16767/439684.pdf.jpgporPontif?cia Universidade Cat?lica do Rio Grande do SulPrograma de P?s-Gradua??o em Administra??o e Neg?ciosPUCRSBRFaculdade de Administra??o, Contabilidade e EconomiaADMINISTRA??O DE EMPRESASMARKETINGCOMPORTAMENTO DO CONSUMIDORCOMUNIDADES VIRTUAISINTERNETCNPQ::CIENCIAS SOCIAIS APLICADAS::ADMINISTRACAOCompartilhamento de experi?ncias em ambientes virtuais: um estudo de caso em comunidade de avalia??es de servi?osinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesis32441290670938363746006004410494103952189146info:eu-repo/semantics/openAccessreponame:Biblioteca Digital de Teses e Dissertações da PUC_RSinstname:Pontifícia Universidade Católica do Rio Grande do Sul (PUCRS)instacron:PUC_RSTHUMBNAIL439684.pdf.jpg439684.pdf.jpgimage/jpeg3494http://tede2.pucrs.br/tede2/bitstream/tede/5647/3/439684.pdf.jpgb0fe31b4822ad3596e5ef8e4f52f4d39MD53TEXT439684.pdf.txt439684.pdf.txttext/plain251256http://tede2.pucrs.br/tede2/bitstream/tede/5647/2/439684.pdf.txt9fda0e3d6105e1f2ef7e10795dee2bd6MD52ORIGINAL439684.pdfapplication/pdf1416398http://tede2.pucrs.br/tede2/bitstream/tede/5647/1/439684.pdfe2f1966e534bb40abec08424b9785715MD51tede/56472015-05-14 10:11:25.196oai:tede2.pucrs.br:tede/5647Biblioteca Digital de Teses e Dissertaçõeshttp://tede2.pucrs.br/tede2/PRIhttps://tede2.pucrs.br/oai/requestbiblioteca.central@pucrs.br||opendoar:2015-05-14T13:11:25Biblioteca Digital de Teses e Dissertações da PUC_RS - Pontifícia Universidade Católica do Rio Grande do Sul (PUCRS)false |
dc.title.por.fl_str_mv |
Compartilhamento de experi?ncias em ambientes virtuais: um estudo de caso em comunidade de avalia??es de servi?os |
title |
Compartilhamento de experi?ncias em ambientes virtuais: um estudo de caso em comunidade de avalia??es de servi?os |
spellingShingle |
Compartilhamento de experi?ncias em ambientes virtuais: um estudo de caso em comunidade de avalia??es de servi?os Gomes, Tanise Danelon ADMINISTRA??O DE EMPRESAS MARKETING COMPORTAMENTO DO CONSUMIDOR COMUNIDADES VIRTUAIS INTERNET CNPQ::CIENCIAS SOCIAIS APLICADAS::ADMINISTRACAO |
title_short |
Compartilhamento de experi?ncias em ambientes virtuais: um estudo de caso em comunidade de avalia??es de servi?os |
title_full |
Compartilhamento de experi?ncias em ambientes virtuais: um estudo de caso em comunidade de avalia??es de servi?os |
title_fullStr |
Compartilhamento de experi?ncias em ambientes virtuais: um estudo de caso em comunidade de avalia??es de servi?os |
title_full_unstemmed |
Compartilhamento de experi?ncias em ambientes virtuais: um estudo de caso em comunidade de avalia??es de servi?os |
title_sort |
Compartilhamento de experi?ncias em ambientes virtuais: um estudo de caso em comunidade de avalia??es de servi?os |
author |
Gomes, Tanise Danelon |
author_facet |
Gomes, Tanise Danelon |
author_role |
author |
dc.contributor.advisor1.fl_str_mv |
Espartel, L?lis Balestrin |
dc.contributor.advisor1ID.fl_str_mv |
CPF:44246099015 |
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http://buscatextual.cnpq.br/buscatextual/visualizacv.do?id=K4763295A1 |
dc.contributor.authorID.fl_str_mv |
CPF:95414878072 |
dc.contributor.authorLattes.fl_str_mv |
http://buscatextual.cnpq.br/buscatextual/visualizacv.do?id=K4355018H2 |
dc.contributor.author.fl_str_mv |
Gomes, Tanise Danelon |
contributor_str_mv |
Espartel, L?lis Balestrin |
dc.subject.por.fl_str_mv |
ADMINISTRA??O DE EMPRESAS MARKETING COMPORTAMENTO DO CONSUMIDOR COMUNIDADES VIRTUAIS INTERNET |
topic |
ADMINISTRA??O DE EMPRESAS MARKETING COMPORTAMENTO DO CONSUMIDOR COMUNIDADES VIRTUAIS INTERNET CNPQ::CIENCIAS SOCIAIS APLICADAS::ADMINISTRACAO |
dc.subject.cnpq.fl_str_mv |
CNPQ::CIENCIAS SOCIAIS APLICADAS::ADMINISTRACAO |
description |
The evolution of Marketing theories was fundamental to client s participation in the marketing context. Vargo and Lusch (2004) capture this evolution of thought, proposing the creation of the Service-Dominant Logic (S-D Logic). Informed, connected and empowered, consumers begin to influence every part of the business system (PRAHALAD; RAMASWAMY, 2004). Much of this influence power comes from the new forms of communication, especially the internet, which helps consumers to learn more about the companies and to engage in collaboration, contributing to the improvement of products and services and creating new forms of interaction between company and consumers and between consumers themselves. Able to exchange information by relating experiences and seeking subsidies to endorse a future consumption decision, consumers are increasingly active in virtual environments. It is a perspective of word of mouth communication, in a much larger dimension, becoming an important information source (CHEVALIER; MAYZLIN, 2006). Thus, this paper pursuits through a qualitative research, characterized by a case study of a virtual community of evaluation services to explain how occurs the process of sharing consumer experiences in virtual environments and how companies can create value with its consumers from the management of that behavior. The online community TripAdvisor has been chosen for the case study, because it is considered the largest community of world travelers, with more than 60 million reviews and travel recommendations recorded. The research, conducted with consumers, businesses and document analysis, suggests, in its conclusion, the confrontation with the theory of the reliability of social ties proposed by Reigen (1984), which consider strong social ties as more influential in consumer decisions. This study shows that weak social ties have high influence in virtual communities specialized in consumption, which demonstrates a changing reliability pattern between online and offline environments. Another result pointed out by the study refers to the unselfish engagement (DICHTER, 1966; VERLEGH, 2008) of consumers who share consumer experiences in this environment, presenting a behavior more focused in collaboration than the expression of hostility or revenge intentions (JUNG, 1959; ALLPORT; POSTMANN, 1947). Differences in the results of the theory developed until today on word of mouth behavior were also highlighted, regarding to the satisfaction extremes as propellants of such communication (ANDERSON, 1998), because the reports analyzed mostly show a moderate level of satisfaction. With a managerial approach, it is showed the need for companies to be aware of this behavior as a way to promote dialogue between consumers and businesses and thereby co-create value with their customers. At the end of the work, it is presented managerial implications, study limitations and suggestions for future researches. |
publishDate |
2012 |
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2012-07-06 |
dc.date.issued.fl_str_mv |
2012-03-27 |
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2015-04-14T14:52:25Z |
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GOMES, Tanise Danelon. Compartilhamento de experi?ncias em ambientes virtuais: um estudo de caso em comunidade de avalia??es de servi?os. 2012. 230 f. Disserta??o (Mestrado em Administra??o e neg?cios) - Pontif?cia Universidade Cat?lica do Rio Grande do Sul, Porto Alegre, 2012. |
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http://tede2.pucrs.br/tede2/handle/tede/5647 |
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GOMES, Tanise Danelon. Compartilhamento de experi?ncias em ambientes virtuais: um estudo de caso em comunidade de avalia??es de servi?os. 2012. 230 f. Disserta??o (Mestrado em Administra??o e neg?cios) - Pontif?cia Universidade Cat?lica do Rio Grande do Sul, Porto Alegre, 2012. |
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