Determinantes da intenção de uso de serviços pessoais: um estudo em assessoria esportiva e salões de beleza

Detalhes bibliográficos
Ano de defesa: 2009
Autor(a) principal: Turri, Wagner Fernando
Orientador(a): Urdan, André Torres
Banca de defesa: Não Informado pela instituição
Tipo de documento: Dissertação
Tipo de acesso: Acesso aberto
Idioma: por
Instituição de defesa: Não Informado pela instituição
Programa de Pós-Graduação: Não Informado pela instituição
Departamento: Não Informado pela instituição
País: Não Informado pela instituição
Palavras-chave em Português:
Palavras-chave em Inglês:
Link de acesso: http://hdl.handle.net/10438/4773
Resumo: The intention to use a service category and its model receiving relevant interest in academic as predictor of purchasing behavior, as well as alternative models of behavior which assume that individuals will recall from their previous experiences with service providers. For believing this premise, usually marketers focus their efforts and actions on the choice level of service provider, forgetting to pay attention to earlier stages and to purchase services antecedents, which has an important role on the intention to use a service category. Elements linked to service as quality and price are related to consumer perceptions about the category which summed to their previous experience, expectations of benefits and financial condition will change customer intention to behave in favor or against hiring a service provider. In order to understand this process, current dissertation empirically assesses two categories of personal services (beauty salon and sports advisory) highlighting the importance of antecedents to intention to use. The addition of variables such as prior perceived quality and word-of-mouth as predictors of intention were supported, suggesting changes in the current state of the theory of intention to use.