Detalhes bibliográficos
| Ano de defesa: |
2005 |
| Autor(a) principal: |
Schmid, Ricardo Fonseca |
| Orientador(a): |
Botelho, Delane |
| 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
|
| Link de acesso: |
http://hdl.handle.net/10438/3692
|
Resumo: |
This dissertation proposes to analyze how a consumer evaluates the available alternatives on a choosing process of Telecommunication Services in Brazil, specifically, among long distance services. The data were collected from a survey with 140 interviewee and they were analyzed through the Conjoint Analysis. The results from the referred survey give evidences that the relative importance of the attributes price, billing facilities and customer service have got considerably higher values than brand and financial benefits attributes. The fact that the brand is not the main point regarding the chosen process among long distance services can be justified by the almost non existence of barriers to change suppliers, due to the Telecommunication Services¿ pattern established in Brazil. This dissertation¿s limitations are presented, as well as suggestions for future research in the light of Marketing Theory |
