| Name: | Description: | Size: | Format: | |
|---|---|---|---|---|
| Dissertação de Mestrado | 47.17 MB | Adobe PDF |
Authors
Advisor(s)
Abstract(s)
O marketing transacional apresenta-se nos dias de hoje insuficiente para fazer face às exigências
de um consumidor mais participativo, seletivo e crítico. No mercado global, industrializado e em
constante evolução tecnológica, é, cada vez mais, difícil obter um grau de diferenciação assente
apenas nos benefícios funcionais e racionais. O marketing transacional evoluiu para o marketing
relacional, constituindo o cliente o centro do processo de trocas.
A economia das experiências alterou a forma como as marcas trabalham o mercado, introduzindo
o conceito de experiências, o que por sua vez conceptualizou o marketing experiencial, orientado
para a gestão da experiência do cliente, transformando o ato de consumo em algo memorável,
cheio de estímulos sensoriais e emocionais, convertendo-se, por vezes, no próprio produto, seja
ele de âmbito industrial, desportivo ou mesmo cultural. Este grau de envolvimento do cliente com a
marca é elemento gerador de emoção, de satisfação, de lealdade e de valor.
Este trabalho pretendeu analisar a importância e os componentes estimuladores do marketing
experiencial e a sua relação com as emoções, satisfação e a lealdade dos consumidores no
evento cultural “Serralves em festa 2013”. Para tal, utilizamos uma metodologia de investigação
quantitativa, com recurso a análise de equações estruturais, suportada por uma pesquisa teórica.
O estudo empírico realizado, baseado num inquérito por questionário, possibilitou obter uma
amostra de 264 respostas válidas. Após a validação e melhoria das escalas de medida dos
conceitos, os resultados destas e do modelo estrutural demonstraram valores adequados.
Estudaram-se e comprovaram-se as relações previstas nas hipóteses, nomeadamente, a relação
positiva do impacto das experiências no comportamento do consumidor, designadamente, na sua
emoção e satisfação e o impacto destas na sua lealdade. Entre as variáveis estudadas foram
obtidos interessantes níveis de correlação e capacidades preditivas.
The transactional marketing presents itself nowadays insufficient to meet the demands of a more participatory, critical and selective consumer. In an overall, industrialized and constant technological developments market, it´s increasingly difficult to obtain a degree of differentiation based only on functional and rational benefits. The transactional marketing evolved into the relational marketing, with the customer constituting the core of the exchange process. The economy experiences changed the way brands work the market, introducing the concept of experience, which in turn conceptualized experiential marketing oriented management of the customer experience, transforming the act of consumption into something memorable, full of sensory and emotional stimuli, becoming sometimes the product itself, be it industrial, sports or even cultural context. This degree of customer engagement with the brand generates element of excitement, satisfaction, loyalty and value. This study sought to examine the importance and the stimulatory components of experiential marketing and its relationship with the emotions, satisfaction and loyalty of consumers in the cultural event "Serralves party in 2013". Therefore, we used a methodology of quantitative research, using structural equation analysis, supported by a theoretical research. The empirical study based on a questionnaire survey, allowed obtaining a sample of 264 valid responses. After the validation and improvement of measurement scales of concepts, their results and the structural model showed adequate values. It was studied and proved the relations in the cases provided for, namely, the impact of positive relationship experiences on consumer behavior, particularly in its excitement and satisfaction and their impact on their loyalty. This work obtained interest levels of correlation and predictive capabilities with the study variables.
The transactional marketing presents itself nowadays insufficient to meet the demands of a more participatory, critical and selective consumer. In an overall, industrialized and constant technological developments market, it´s increasingly difficult to obtain a degree of differentiation based only on functional and rational benefits. The transactional marketing evolved into the relational marketing, with the customer constituting the core of the exchange process. The economy experiences changed the way brands work the market, introducing the concept of experience, which in turn conceptualized experiential marketing oriented management of the customer experience, transforming the act of consumption into something memorable, full of sensory and emotional stimuli, becoming sometimes the product itself, be it industrial, sports or even cultural context. This degree of customer engagement with the brand generates element of excitement, satisfaction, loyalty and value. This study sought to examine the importance and the stimulatory components of experiential marketing and its relationship with the emotions, satisfaction and loyalty of consumers in the cultural event "Serralves party in 2013". Therefore, we used a methodology of quantitative research, using structural equation analysis, supported by a theoretical research. The empirical study based on a questionnaire survey, allowed obtaining a sample of 264 valid responses. After the validation and improvement of measurement scales of concepts, their results and the structural model showed adequate values. It was studied and proved the relations in the cases provided for, namely, the impact of positive relationship experiences on consumer behavior, particularly in its excitement and satisfaction and their impact on their loyalty. This work obtained interest levels of correlation and predictive capabilities with the study variables.
Description
Keywords
Satisfação Lealdade Marketing relacional Marketing experiencial Emoções Serralves Experiencial marketing Satisfaction Relationship marketing Emotion Loyalty