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

• 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
• topic: comportamento do consumidor; marketing; Netflix; percepção de valor; recomendação personalizada; consumer behavior. marketing; Netflix; value perception; personalized recommendation; CIENCIAS SOCIAIS APLICADAS::ADMINISTRACAO

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.