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Master's Dissertation
DOI
https://doi.org/10.11606/D.18.2006.tde-17082006-171120
Document
Author
Full name
Luiz Ricardo Kabbach de Castro
Institute/School/College
Knowledge Area
Date of Defense
Published
São Carlos, 2006
Supervisor
Committee
Kalatzis, Aquiles Elie Guimarães (President)
Gouvea, Maria Aparecida
Rebelatto, Daisy Aparecida do Nascimento
Title in Portuguese
Valor percebido como ferramenta para tomada de decisão: uma aplicação na indústria hoteleira utilizando a análise conjunta
Keywords in Portuguese
análise conjunta
comportamento do consumidor
hotelaria
serviços
utilidade
valor percebido
Abstract in Portuguese
Este trabalho de pesquisa apresentará uma aplicação metodológica para a medida do valor percebido na prestação de serviços de hospedagem. Conhecido o valor percebido, será possível compará-lo com os custos do serviço, bem como com os preços ofertados e, a partir daí, fornecer ao administrador uma base para o planejamento das ações de melhoria e para a priorização das atividades que oferecem maior valor, segundo a visão de cliente. O modelo pretende estimar o valor percebido que os consumidores formam no ambiente de serviços; focado no desempenho dos serviços e considerando valor um constructo relacionado com os atributos característicos do serviço que influenciam a preferência, e, como conseqüência, a escolha do consumidor. A modelagem proposta será ilustrada por meio de um estudo de caso contemplando um hotel de categoria econômica no interior de São Paulo, devendo ser tratado segundo o método de análise conjunta, técnica de estatística multivariada de análise de dados. Esta técnica busca atribuir a importância relativa que os consumidores (hóspedes) associam a um conjunto de características particulares na prestação de serviços, e o grau de utilidade percebida de diferentes níveis destes atributos
Title in English
Perceived value as a decision support tool: an application in hospitality industry through conjoint analysis
Keywords in English
conjoint analysis
consumer behavior
hospitality
perceived value
services
utility
Abstract in English
This study presents a methodology application for perceived value in hospitality industry. The knowledge of perceived value will help managers to compare these consumer preferences with operational costs, and also with price strategies, and then will give the managers a tool to their improvement actions planning, and also to choice the most important attributes to improve value for customers. This model intends to get the perceived values from a qualitative and quantitative research in service industry, focused on the services performance, considering value as a construct of attributes that explain service and influence the customer stated preference, and customer’s choice as a consequence. The empirical research will take place in a budget-hotel, located in the countryside of São Paulo State, and based on a multivariate conjoint analysis. This technique aims to give the relative importance which consumers (guests) associate to a group of particular characteristics in hospitality industry, and the degree of perceived utility of different levels of those attributes
 
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Publishing Date
2006-08-18
 
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