Recomendações personalizadas Netflix: um estudo sobre a percepção de valor do consumidor

Detalhes bibliográficos
Autor(a) principal: Ramires, Clarelisy Batista Franco Fragoso
Data de Publicação: 2019
Tipo de documento: Dissertação
Idioma: por
Título da fonte: Biblioteca Digital de Teses e Dissertações da ESPM
Texto Completo: http://tede2.espm.br/handle/tede/429
Resumo: In the context of the current market, where technology directly impacts the interaction between the company and the consumer while allowing the provision of personalized services, it is essential to identify fundamental and relevant issues regarding the perception of consumer value. Some companies have developed proprietary recommendation systems in the expectation that they could engage and raise this perception, thereby increasing their competitive advantage. However, custom recommendations do not always satisfy the consumer. Often, through ineffectiveness they lead to dissatisfaction and even irritation. This research aims to understand the value perception of the personalized recommendation by the consumer and to understand how the company, chosen as study, Netflix, composes and offers the recommendations to its subscribers and understand how this perception of value can impact consumption and understand how the consumer interacts with supply. In this exploratory study of consumer experiences, a research strategy based on the triangulation of three different resources was used to investigate the studied reality. For the most part, most of the films are chosen from Netflix recommendations, the consumer considers the recommendation to be useful, he watches the recommended series and movies, the perception of value is clear to consumers that the recommendation is aligned with the your preference.The research presents as limitations, it is not possible to measure the origin of the recommendations of the friends, not to measure the difference between the recommendation directed to the taste of the consumer and the recommendation that exactly and specifically meets what the consumer likes, as well as not measuring at what stage of the journey the consumer is able to receive the recommendation. In the academic and management scope, the research presents a practical vision about the recommendations, highlighting the importance of service availability and standardization in all marketing meetings with the consumer considering personalization as an essential attribute in the offer to the market.
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spelling Camargo, Ricardo ZagalloBorges, Fábio MarianoAureliano, Leonardo57572739687http://buscatextual.cnpq.br/buscatextual/visualizacv.do?id=K8088945T0&tokenCaptchar=03AGdBq27a4kc_8aVg_TmfQEKTVoTcJCELpT78BBbMiSUNzSxHRZYGfgFSL8f2hUS58FaE6-XTWie1nHonEmod3c6zXu8VW7BIvTQXCDw3L_8aGacOKS-TDdjvZTxrM4bdUoYvsJm0TOOIrqnfrLdItGGbsJknS5W48McnKxbadxEq3X5H6z0LMSyK_jzrZCWfhwfFSmM81k7hBrlA7SoLksdZ7ydcipGFveI321DHebiqgaYym_7CbjP5AafQjuEDHitTgnsT74pJRdqMBqvZOSpqKxoYHWiQ9A-t4kGNp2aDqPR5WiNY9dvSLjf9bV7Eb0uiVeXkpq2vDZ_t6N6fG4Bb2YG4SQlHHld5_02nEFupP4NMJOHRT3T4yDBh6CZWO19N13wgoDkPbEu4Qi5qOUF0NfTapzuYLbGwF4gl7s3nRCFtiWXBWkVHKa8dxkXkmeOVqK4FmvcN6YYRYy2aLL9K53tetJy2hgRamires, Clarelisy Batista Franco Fragoso2020-10-02T12:20:49Z2019-06-26Ramires, Clarelisy Batista Franco Fragoso. Recomendações personalizadas Netflix: um estudo sobre a percepção de valor do consumidor. 2019. [175 f.]. Dissertação ( Programa de Mestrado Profissional em Comportamento do Consumidor) - Escola Superior de Propaganda e Marketing, [São Paulo] .http://tede2.espm.br/handle/tede/429In the context of the current market, where technology directly impacts the interaction between the company and the consumer while allowing the provision of personalized services, it is essential to identify fundamental and relevant issues regarding the perception of consumer value. Some companies have developed proprietary recommendation systems in the expectation that they could engage and raise this perception, thereby increasing their competitive advantage. However, custom recommendations do not always satisfy the consumer. Often, through ineffectiveness they lead to dissatisfaction and even irritation. This research aims to understand the value perception of the personalized recommendation by the consumer and to understand how the company, chosen as study, Netflix, composes and offers the recommendations to its subscribers and understand how this perception of value can impact consumption and understand how the consumer interacts with supply. In this exploratory study of consumer experiences, a research strategy based on the triangulation of three different resources was used to investigate the studied reality. For the most part, most of the films are chosen from Netflix recommendations, the consumer considers the recommendation to be useful, he watches the recommended series and movies, the perception of value is clear to consumers that the recommendation is aligned with the your preference.The research presents as limitations, it is not possible to measure the origin of the recommendations of the friends, not to measure the difference between the recommendation directed to the taste of the consumer and the recommendation that exactly and specifically meets what the consumer likes, as well as not measuring at what stage of the journey the consumer is able to receive the recommendation. In the academic and management scope, the research presents a practical vision about the recommendations, highlighting the importance of service availability and standardization in all marketing meetings with the consumer considering personalization as an essential attribute in the offer to the market.No contexto de mercado, a tecnologia impacta diretamente na interação entre a empresa e o consumidor, ao mesmo tempo que possibilita a oferta de serviços personalizados. Algumas empresas desenvolveram sistemas proprietários de recomendação personalizada na expectativa de que eles pudessem envolver e elevar a percepção de valor do consumidor referente à oferta, aumentando, assim, a sua vantagem competitiva. No entanto, as recomendações personalizadas nem sempre satisfazem o consumidor. Muitas vezes, por ineficácia elas levam à insatisfação e até mesmo à irritação. Esta pesquisa tem como objetivo compreender a percepção de valor da recomendação personalizada pelo consumidor e, para tanto, entender como a empresa escolhida para estudo – a Netflix – compõe e oferece recomendações aos seus assinantes e como a percepção de valor do consumidor pode impactar no consumo, entendendo como se dá essa interação com a oferta de vídeo sob demanda. Neste estudo exploratório das experiências do consumidor foi utilizada a estratégia de pesquisa baseada na triangulação de três diferentes fontes para investigar a realidade estudada: pesquisa documental, survey e entrevista em profundidade. A pesquisa sugere em seus resultados que os consumidores veem as recomendações e as consideram úteis, o que possibilita analisar que o algoritmo é efetivo no entendimento do gosto do consumidor, entregando recomendações personalizadas e em maioria, esse valor é percebido pelo consumidor. A maior parte dos filmes são escolhidos a partir das recomendações da Netflix, o consumidor utiliza a recomendação útil recebida, assistindo as séries e filmes recomendados. A percepção de valor está clara para os consumidores, pois a recomendação é, em grande parte, alinhada com a sua preferência. A pesquisa apresenta como limitações: não conseguir identificar de onde são originadas as recomendações dos amigos; não mensurar a diferença entre a recomendação direcionada ao gosto do consumidor, ou seja, não avaliar como a recomendação atende ou apenas se aproxima ao gosto do consumidor; além de não mensurar em que etapa da jornada o consumidor se encontra apto para receber a recomendação. No âmbito acadêmico e de gestão, a pesquisa apresenta uma visão prática sobre as recomendações, ressaltando a importância da disponibilidade dos serviços e da padronização em todos os pontos de contato da empresa com o consumidor, considerando a personalização como um atributo essencial na oferta para o mercado.Submitted by Adriana Alves Rodrigues (aalves@espm.br) on 2020-10-02T11:30:56Z No. of bitstreams: 1 Clarelisy Batista Franco Fragoso Ramires.pdf: 8177336 bytes, checksum: 1b11a6613b54523cf571eb42753a8228 (MD5)Approved for entry into archive by Adriana Alves Rodrigues (aalves@espm.br) on 2020-10-02T11:32:00Z (GMT) No. of bitstreams: 1 Clarelisy Batista Franco Fragoso Ramires.pdf: 8177336 bytes, checksum: 1b11a6613b54523cf571eb42753a8228 (MD5)Approved for entry into archive by Ana Cristina Ropero (ana@espm.br) on 2020-10-02T12:20:12Z (GMT) No. of bitstreams: 1 Clarelisy Batista Franco Fragoso Ramires.pdf: 8177336 bytes, checksum: 1b11a6613b54523cf571eb42753a8228 (MD5)Made available in DSpace on 2020-10-02T12:20:49Z (GMT). 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dc.title.por.fl_str_mv Recomendações personalizadas Netflix: um estudo sobre a percepção de valor do consumidor
dc.title.alternative.eng.fl_str_mv Netflix personalized recommendations: a study on consumer value perception
title Recomendações personalizadas Netflix: um estudo sobre a percepção de valor do consumidor
spellingShingle Recomendações personalizadas Netflix: um estudo sobre a percepção de valor do consumidor
Ramires, Clarelisy Batista Franco Fragoso
comportamento do consumidor; marketing; Netflix; percepção de valor; recomendação personalizada
consumer behavior. marketing; Netflix; value perception; personalized recommendation
CIENCIAS SOCIAIS APLICADAS::ADMINISTRACAO
title_short Recomendações personalizadas Netflix: um estudo sobre a percepção de valor do consumidor
title_full Recomendações personalizadas Netflix: um estudo sobre a percepção de valor do consumidor
title_fullStr Recomendações personalizadas Netflix: um estudo sobre a percepção de valor do consumidor
title_full_unstemmed Recomendações personalizadas Netflix: um estudo sobre a percepção de valor do consumidor
title_sort Recomendações personalizadas Netflix: um estudo sobre a percepção de valor do consumidor
author Ramires, Clarelisy Batista Franco Fragoso
author_facet Ramires, Clarelisy Batista Franco Fragoso
author_role author
dc.contributor.advisor1.fl_str_mv Camargo, Ricardo Zagallo
dc.contributor.referee1.fl_str_mv Borges, Fábio Mariano
dc.contributor.referee2.fl_str_mv Aureliano, Leonardo
dc.contributor.authorID.fl_str_mv 57572739687
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dc.contributor.author.fl_str_mv Ramires, Clarelisy Batista Franco Fragoso
contributor_str_mv Camargo, Ricardo Zagallo
Borges, Fábio Mariano
Aureliano, Leonardo
dc.subject.por.fl_str_mv comportamento do consumidor; marketing; Netflix; percepção de valor; recomendação personalizada
topic comportamento do consumidor; marketing; Netflix; percepção de valor; recomendação personalizada
consumer behavior. marketing; Netflix; value perception; personalized recommendation
CIENCIAS SOCIAIS APLICADAS::ADMINISTRACAO
dc.subject.eng.fl_str_mv consumer behavior. marketing; Netflix; value perception; personalized recommendation
dc.subject.cnpq.fl_str_mv CIENCIAS SOCIAIS APLICADAS::ADMINISTRACAO
description In the context of the current market, where technology directly impacts the interaction between the company and the consumer while allowing the provision of personalized services, it is essential to identify fundamental and relevant issues regarding the perception of consumer value. Some companies have developed proprietary recommendation systems in the expectation that they could engage and raise this perception, thereby increasing their competitive advantage. However, custom recommendations do not always satisfy the consumer. Often, through ineffectiveness they lead to dissatisfaction and even irritation. This research aims to understand the value perception of the personalized recommendation by the consumer and to understand how the company, chosen as study, Netflix, composes and offers the recommendations to its subscribers and understand how this perception of value can impact consumption and understand how the consumer interacts with supply. In this exploratory study of consumer experiences, a research strategy based on the triangulation of three different resources was used to investigate the studied reality. For the most part, most of the films are chosen from Netflix recommendations, the consumer considers the recommendation to be useful, he watches the recommended series and movies, the perception of value is clear to consumers that the recommendation is aligned with the your preference.The research presents as limitations, it is not possible to measure the origin of the recommendations of the friends, not to measure the difference between the recommendation directed to the taste of the consumer and the recommendation that exactly and specifically meets what the consumer likes, as well as not measuring at what stage of the journey the consumer is able to receive the recommendation. In the academic and management scope, the research presents a practical vision about the recommendations, highlighting the importance of service availability and standardization in all marketing meetings with the consumer considering personalization as an essential attribute in the offer to the market.
publishDate 2019
dc.date.issued.fl_str_mv 2019-06-26
dc.date.accessioned.fl_str_mv 2020-10-02T12:20:49Z
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dc.identifier.citation.fl_str_mv Ramires, Clarelisy Batista Franco Fragoso. Recomendações personalizadas Netflix: um estudo sobre a percepção de valor do consumidor. 2019. [175 f.]. Dissertação ( Programa de Mestrado Profissional em Comportamento do Consumidor) - Escola Superior de Propaganda e Marketing, [São Paulo] .
dc.identifier.uri.fl_str_mv http://tede2.espm.br/handle/tede/429
identifier_str_mv Ramires, Clarelisy Batista Franco Fragoso. Recomendações personalizadas Netflix: um estudo sobre a percepção de valor do consumidor. 2019. [175 f.]. Dissertação ( Programa de Mestrado Profissional em Comportamento do Consumidor) - Escola Superior de Propaganda e Marketing, [São Paulo] .
url http://tede2.espm.br/handle/tede/429
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