Experiências em cenários temáticos de serviços

Felicio dos Santos de Carvalho, José Luis; Cesar Motta, Paulo

doi:10.1590/S0034-75902002000200005

Resumos

Este artigo pretende ampliar a compreensão sobre as experiências dos consumidores com os ambientes físicos oferecidos pelas empresas de serviços. Propõe-se, para tanto, a atualização de um modelo originário da teoria de Psicologia Ambiental, capaz de examinar a interação vivencial dos clientes com os cenários em que a empresa realiza a entrega do serviço. Para ilustrar o framework de Mehrabian-Russell, oferecem-se como exemplos situações nas quais os estímulos luminosos constituem o fulcro da interação entre clientes e cenários. Revigorando-se o entendimento dos ambientes a partir da integração entre o fenômeno de serviços e a própria existência humana, discutem-se os espaços temáticos como alternativas congruentes com as vivências perceptuais dos clientes nas “horas da verdade”. Nesse contexto, ao se abordar a noção pósmodernista de arquitetura mercadológica, abrem-se novas oportunidades de aproveitamento dos recursos de iluminação ambiental e teatro de serviços.

Marketing de serviços; psicologia ambiental; consumo pós-modernista; iluminação; cenários temáticos

This article aims to enhance the understanding of the psychology of consumer behavior during services experiences. It works with an environmental psychology framework because of its ability to explore interactions between customers and servicescapes. By using examples from the environmental lighting stimuli, it provides some insights into the management of service physical facilities by integrating service phenomenon and human existence. It elaborates further on the themed environments and presents a strong argument concerning the fulfillment of consumer perceptual experiences in the “moments of truth”. Within this context, a coherent conceptual framework is ferreted and shows some long forgotten aspects that reveal new opportunities for using lighting resources and drama theory in service production.

Services marketing; environmental psychology; postmodern consumerism; lighting; themed environments

MERCADOLOGIA

Experiências em cenários temáticos de serviços

José Luis Felicio dos Santos de Carvalho^I; Paulo Cesar Motta^II

^IMestre e Doutorando em Administração de Empresas na PUC (RJ). E-mail: zkcarvalho@hotmail.com

^IIDiretor do IAG (Instituto de Administração e Gerência) Escola de Negócios da PUC (RJ). E-mail: pcmotta@iag.puc-rio.br

RESUMO

Este artigo pretende ampliar a compreensão sobre as experiências dos consumidores com os ambientes físicos oferecidos pelas empresas de serviços. Propõe-se, para tanto, a atualização de um modelo originário da teoria de Psicologia Ambiental, capaz de examinar a interação vivencial dos clientes com os cenários em que a empresa realiza a entrega do serviço. Para ilustrar o framework de Mehrabian-Russell, oferecem-se como exemplos situações nas quais os estímulos luminosos constituem o fulcro da interação entre clientes e cenários. Revigorando-se o entendimento dos ambientes a partir da integração entre o fenômeno de serviços e a própria existência humana, discutem-se os espaços temáticos como alternativas congruentes com as vivências perceptuais dos clientes nas “horas da verdade”. Nesse contexto, ao se abordar a noção pósmodernista de arquitetura mercadológica, abrem-se novas oportunidades de aproveitamento dos recursos de iluminação ambiental e teatro de serviços.

Palavras-chave: Marketing de serviços, psicologia ambiental, consumo pós-modernista, iluminação, cenários temáticos.

ABSTRACT

This article aims to enhance the understanding of the psychology of consumer behavior during services experiences. It works with an environmental psychology framework because of its ability to explore interactions between customers and servicescapes. By using examples from the environmental lighting stimuli, it provides some insights into the management of service physical facilities by integrating service phenomenon and human existence. It elaborates further on the themed environments and presents a strong argument concerning the fulfillment of consumer perceptual experiences in the “moments of truth”. Within this context, a coherent conceptual framework is ferreted and shows some long forgotten aspects that reveal new opportunities for using lighting resources and drama theory in service production.

Keywords: Services marketing, environmental psychology, postmodern consumerism, lighting, themed environments.

Texto completo disponível apenas em PDF.

Full text available only in PDF format.

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AUBERT-GAMET, V., COVA, B. Servicescapes: from modern non-places to postmodern common places. Journal of Business Research, European Contributions, v. 44, 1999. Special issue: Service Marketing and Management, p. 37-45.
BAKER, J. Examining the informational value of store environments. In: SHERRY JR., John F. (Ed.). Servicescapes: the concept of place in contemporary markets. Chicago : NTC Business Books, 1998.
BAKER, J., BERRY, L. L., PARASURAMAN, A. The marketing impact of branch facility design. Journal of Retail Banking, v. X, n. 7, p. 33-42, Summer 1988.
BAKER, J., GREWAL, D., LEVY, M. An experimental approach to making retail store environmental decisions. Journal of Retailing, v. 68, n. 4, p. 445460,Winter 1992.
BERRY, L. L., PARASURAMAN, A. Serviços de marketing: competindo através da qualidade. 3. ed. São Paulo : Maltese, 1995.
BITNER, M. J. Servicescapes: the impact of physical surroundings on customers and employees. Journal of Marketing, v. 56, p. 57-71, Apr. 1992.
BRADY, M. K., CRONIN JR., J. J. Customer orientation: effects on customer service perceptions and outcome behaviors. Journal of Service Research, v. 3, n. 3, p. 241-251, 2001.
BUSS, C. O., BREI, V. A., GRINBERG, C. S. et al. Importância dos serviços ao cliente na compra de aparelhos condicionadores de ar no estado do Rio Grande do Sul. In: ENCONTRO ANUAL DA ASSOCIAÇÃO NACIONAL DOS PROGRAMAS DE PÓS-GRADUAÇÃO EM ADMINISTRAÇÃO, 24., 2000, Florianópolis. Anais.. Florianópolis : ANPAD, 2000.
CARLZON, J. A hora da verdade. 10. ed. Rio de Janeiro : COP, 1994.
CARVALHO, J. L. F. S., SIQUEIRA, R. P. Espetáculo organizacional e teatro de serviços. Revista da ESPM, v. 7, n. 4, p. 46-59, jul./ago. 2000.
CHEQUER NETO, J. Os serviços ao cliente como diferencial competitivo: implicações para a estrutura e a gerência das organizações. In: ENCONTRO ANUAL DA ASSOCIAÇÃO NACIONAL DOS PROGRAMAS DE PÓS-GRADUAÇÃO EM ADMINISTRAÇÃO, 24., 2000, Florianópolis. Anais.. Florianópolis : ANPAD, 2000.
COVA, B. What postmodernism means to marketing managers. European Management Journal, v. 14, n. 5, p. 494-499, 1996.
COVA, B., BADOT, O. Marketing theory and practice in a postmodern era. In: BAKER, M. J. Marketing theory and practice 3. ed. Basingstoke : MacMillan, 1995.
CRAIK, K. H. Environmental assessment and situational analysis. In: MAGNUSSON, D. (Ed.). Toward a psychology of situations: an interactional perspective. Hillsdale : Lawrence Erlbaum Associates, 1981.
CREIGHTON, M. The seed of creative lifestyle shopping: wrapping consumerism in Japanese store layouts. In: SHERRY JR., J. F. (Ed.). Servicescapes: the concept of place in contemporary markets. Chicago : NTC Business Books, 1998.
CRONIN JR., J. J., BRADY, M. K., HULT, G. T. M. Assessing the effects of quality, value and customer satisfaction on consumer behavioral intentions in service environments. Journal of Retailing, v. 76, n. 2, p. 193-218, 2000.
DONOVAN, R. J., ROSSITER, J. R. Store atmosphere: an environmental psychology approach. Journal of Retailing, v. 58, n. 1, p. 34-57, Spring 1982.
DONOVAN, R. J., ROSSITER, J. R., MARCOOLYN, G. et al. Store atmosphere and purchasing behaviour. Journal of Retailing, v. 70, n. 3, p. 283-294,1994.
FARIAS, S. A., GÓIS, G. T., OLIVEIRA, L. A. C. Por que isso ocorreu? Utilizando a teoria da atribuição para explicar as saídas no consumo de serviços. In: ENCONTRO ANUAL DA ASSOCIAÇÃO NACIONAL DOS PROGRAMAS DE PÓS-GRADUAÇÃO EM ADMINISTRAÇÃO, 24., 2000, Florianópolis. Anais.. Florianópolis : ANPAD, 2000.
FOXALL, G. R., GREENLEY, G. E. Consumers' emotional responses to service environments. Journal of Business Research, v. 46, n. 2, p. 149158, Oct. 1999.
FOXALL, G. R., GREENLEY, G. E. Predicting and explaining responses to consumer environments: an empirical test and theoretical extension of the behavioural perspective model. The Service Industries Journal, v. 20, n. 2, p. 39-63, 2000.
GORMAN, J. Strategies for retail lighting. Interior Design, v. 68, n. 5, Apr. 1997.
GOTTDIENER, M. Semiotics and postmodernism. In: DICKENS, D. R., FONTANA, A. (Eds.). Postmodernism and social enquiry New York : Guilford Press, 1994.
GOTTDIENER, M. Postmodern semiotics Cambridge : Blackwell, 1995.
GOTTDIENER, M. The semiotics of consumer spaces: the growing importance of themed environments. In: SHERRY JR., J. F. (Ed.). Servicescapes: the concept of place in contemporary markets. Chicago : NTC Business Books, 1998.
HESKETT, J. L., SASSER, W. E., SCHLESINGER, L. A. The service profit chain: how leading companies link profit and growth to loyalty, satisfaction and value. New York : The Free Press, 1997.
HOLBROOK, M. B. The retailing of performance and the performance of service: the gift of generosity with a grin and the magic of munificience with mirth. In: SHERRY JR., J. F. (Ed.). Servicescapes: the concept of place in contemporary markets. Chicago : NTC Business Books, 1998.
HOMANS, G. C. Behaviorismo e pós-behaviorismo. In: GIDDENS, A., TURNER, J. (Org.). Teoria social hoje São Paulo : Editora da UNESP, 1999.
JAIME JR., P. Breves notas sobre etnomarketing, ou das relações entre a antropologia do consumo e a administração mercadológica. In: ENCONTRO ANUAL DA ASSOCIAÇÃO NACIONAL DOS PROGRAMAS DE PÓS-GRADUAÇÃO EM ADMINISTRAÇÃO, 24., 2000, Florianópolis. Anais.. Florianópolis : ANPAD, 2000.
JOHNS, N., TYAS, P. Customer perceptions of service operations: Gestalt, incident or mythology? The Service Industries Journal , v.17, n. 3, p. 474- 488, 1997.
JOY, A. Framing art: the role of galleries in the circulation of art. In: SHERRY JR., J. F. (Ed.). Servicescapes: the concept of place in contemporary markets. Chicago : NTC Business Books, 1998. KARSAKLIAN, E. Comportamento do consumidor. São Paulo : Atlas, 2000.
KLEMZ, B. R., BOSHOFF, C. Environmental and emotional influences on willingness-to-buy in small and large retailers. European Journal of Marketing, v. 35, n. 1, p. 70-91, 2001.
KNEZ, I. Effects of indoor lighting, gender and age on mood and cognitive performance. Environment and Behavior, v. 32, n. 6, p. 817-831, Nov. 2000.
LEVY, M., WEITZ, B. A. Administração de varejo São Paulo : Atlas, 2000.
LOVELOCK, C. Product plus São Paulo : Makron Books, 1995.
McALEXANDER, J. H., SCHOUTEN, J. W. Brandfests: servicescapes for the cultivation of brand equity. In: SHERRY JR., J. F. (Ed.). Servicescapes: the concept of place in contemporary markets. Chicago : NTC Business Books, 1998.
McGRATH, M. A. Dream on: projections of an ideal servicescape. In: SHERRY JR., J. F. (Ed.). Servicescapes: the concept of place in contemporary markets. Chicago : NTC Business Books, 1998.
MEHRABIAN, A., RUSSELL, J. A. An approach to environmental psychology Cambridge : MIT Press, 1974.
MENDONÇA, J. R. C. Interacionismo simbólico: uma sugestão metodológica para a pesquisa em administração. In: ENCONTRO ANUAL DA ASSOCIAÇÃO NACIONAL DOS PROGRAMAS DE PÓSGRADUAÇÃO EM ADMINISTRAÇÃO, 25., 2001, Campinas. Anais.. Campinas : ANPAD, 2001.
MOHERDAUI, B. As roupas sumiram. Veja, São Paulo, 9 maio 2001.
MOTTA, P. C. Servir com alma: um novo conceito em relacionamento com o cliente. São Paulo : Prentice Hall, 2000.
MYERS, D. Introdução à psicologia geral 5. ed. Rio de Janeiro : Livros Técnicos e Científicos, 1999.
OAKES, S. The influence of the musicscape within service environments. Journal of Services Marketing, v. 14, n. 7, 2000.
OTNES, C. Friend of the bride and then some: roles of bridal salon during wedding planning. In: SHERRY JR., J. F. (Ed.). Servicescapes: the concept of place in contemporary markets. Chicago : NTC Business Books, 1998.
RUSSELL, J. A., MEHRABIAN, A. Approach-avoidance and affiliation as functions of the emotion-eliciting quality of an environment. Environment and Behavior, v. 10, p. 355-387, 1978.
RUSSELL, J. A., PRATT, G. A description of the affective quality attributed to environments. Journal of Personality and Social Psychology , v. 38, p. 311- 322,1980.
SANDIKCI, O., HOLT, D. B. Malling society: mall consumption practices and the future of public space. In: SHERRY JR., J. F. (Ed.). Servicescapes: the concept of place in contemporary markets. Chicago : NTC Business Books, 1998.
SCHULTZ, D. P., SCHULTZ, S. E. História da psicologia moderna 11. ed. São Paulo : Cultrix, 1999.
SHETH, J. N., MITTAL, B., NEWMAN, B. I. Comportamento do cliente: indo além do comportamento do consumidor. São Paulo : Atlas, 2001.
SHERRY JR., J. F. (Ed.). Servicescapes: the concept of place in contemporary markets. Chicago : NTC Business Books, 1998.
SINISCALCHI, J. M. Examining the physical components related to preference toward pristine landscapes . Dissertação (Mestrado) Southern Connecticut State University, 1999.
SOLOMON, M. R. Consumer behavior : buying, having and being. 4. ed. Englewood Cliffs, NJ : Prentice Hall, 1998.
TREZ, G., LUCE, F. B. Os serviços ao cliente como estratégia de marketing. In: ENCONTRO ANUAL DA ASSOCIAÇÃO NACIONAL DOS PROGRAMAS DE PÓSGRADUAÇÃO EM ADMINISTRAÇÃO, 24., 2000, Florianópolis. Anais.. Florianópolis : ANPAD, 2000.
TREZ, G., LUCE, F. B. Os serviços ao cliente e a performance da empresa. In: ENCONTRO ANUAL DA ASSOCIAÇÃO NACIONAL DOS PROGRAMAS DE PÓSGRADUAÇÃO EM ADMINISTRAÇÃO, 25., 2001, Campinas. Anais... Campinas : ANPAD, 2001.
TURLEY, L. W., FUGATE, D. L. The multidimensional nature of service facilities: viewpoints and recommendations. The Journal of Services Marketing, v. 6, n. 3, p. 37-45, Summer 1992.
UNDERHILL, P. The sensual shopper. Golf World Business, v. 38, n. 5, May 2000.
VERGARA, S. C. Projetos e relatórios de pesquisa em administração 3. ed. São Paulo : Atlas, 2000.
WAKEFIELD, K. L., BAKER, J. Excitement at the mall: determinants and effects on shopping response. Journal of Retailing, v. 74, n. 4, p. 519-539, 1998.
WAKEFIELD, K. L., BLODGETT, J. G. The importance of servicescapes in leisure service settings. The Journal of Services Marketing , v. 8, n. 3, p. 66- 76,1994.
WAKEFIELD, K. L., BLODGETT, J. G. The effect of the servicescape on costumer´s behavioral intentions in leisure service settings. The Journal of Services Marketing, v. 10, n. 6, p. 43-59,1996.
WALLENDORF, M., LINDSEY-MULLIKIN, J., PIMENTEL, R. Gorilla marketing: customer animation and regional embeddedness of a toy store servicescape. In: SHERRY JR., J. F. (Ed.). Servicescapes: the concept of place in contemporary markets. Chicago : NTC Business Books, 1998.
WARD, J. C., BARNES, J., BITNER, M. J. Measuring the prototypicality and meaning of retail environments. Journal of Retailing, v. 68, n. 2, p. 194- 220, Summer 1992.
WILKIE, W. L., MOORE, E. S. Marketing contributions to society. Journal of Marketing, v. 63, p. 198-218, 1999. Special issue.
ZEITHAML, V. Consumer perceptions of price, quality and value: a means-end model and synthesis of evidence. Journal of Marketing, v. 52, p. 2-22, July 1988.
ZEITHAML, V., BITNER, M. J. Services marketing. New York : McGraw-Hill, 1996.
ZWIEBACH, E. The happy happening: making shopping a snap, or at least more pleasant, is the pursuit of a crowing number of savvy retailers. Supermarket News, v. 48, n. 19, May 2000.

Datas de Publicação

Publicação nesta coleção
25 Jul 2011
Data do Fascículo
Jun 2002

This work is licensed under a Creative Commons Attribution 4.0 International License.

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