A influência do sorriso na percepção do serviço em pontos de venda

• Ano de defesa: 2020
• Autor(a) principal: Freitas, Leandro
• Orientador(a): Camargo, Ricardo Zagallo
• Banca de defesa: Cordeiro, Rafaela Almeida, Spers, Eduardo Eugênio
• Tipo de documento: Dissertação
• Tipo de acesso: Acesso aberto
• Idioma: por
• Instituição de defesa: Escola Superior de Propaganda e Marketing
• Programa de Pós-Graduação: Programa de Mestrado Profissional em Comportamento do Consumidor
• Departamento: ESPM::Pós-Graduação Stricto Sensu
• País: Brasil
• Palavras-chave em Português: comportamento não verbal; comportamento do consumidor; sorriso; pontos de venda (PDV); estereótipo; avaliação de serviços
• Palavras-chave em Inglês: body language; consumer behavior; smile; point of sales (POS); stereotype; service evaluation
• Área do conhecimento CNPq: CIENCIAS SOCIAIS APLICADAS::ADMINISTRACAO
• Link de acesso: http://tede2.espm.br/handle/tede/512

No verbal behavior, more specifically the smile, communicates emotional state and influences the way people are perceived. During service consumption interactions, this type of facial expression tends to induce attitude and the formation of interpersonal assessments (ARGYLE, 2013, p.65). The objective of this dissertation is to understand how attendants’ smiles influence the perception of competence, affection and quality of service in point of sales. Based on a theoretical background, an empirical survey was carried out based on the “SERVQUAL” and "Stereotyped Content Model" scales. Men and women observed both genders attendants' photos at point of sales in an electronics store. The images presented attendants smiling as well as showing neutral facial expressions. Thus, the people who responded to the digital research questions assigned the stereotypes dimensions of competence and warmth as well as indicated the level of service evaluation scales. It was possible to verify the increase of perception on affection and competence on smiling male or female attendants. We also identified that the smile attenuates gender stereotypes regarding male warmth and female competence. The smile also changes perceptions related to the evaluation of services in the dimensions of trust, helpfulness and transmission of security to the consumer. By understanding the importance of smiling in the assimilation of dimensions of the stereotype and evaluation of services, it is possible to contribute with companies, employees and consumers. Smiling at the point of sale reinforces business strategies by enhancing personal skills, reducing social prejudices, improving the interactional experience in the consumer environment, in addition to contributing to the purchase intention.