A importância das recomendações positivas no consumo de serviços de lazer pela terceira idade

• Autor(a) principal: Fontenla, Juan Carlos Eiras
• Data de Publicação: 2017
• 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/338
• topic: comportamento do consumidor; recomendações positivas; terceira idade; serviços; consumer behavior; positive wom; third age; services; CIENCIAS SOCIAIS APLICADAS::ADMINISTRACAO

This study aimed to identify why positive recommendations are important in leisure services consumption by third age. Recommendations were investigated from the receiver´s standpoint. The research undertakes third age, word of mounth and leisure services literature review. It addresses in a qualitative and exploratory way the consumers age group between 60 and 70 years in Brazil. The paper presents word-of-mounth components and aspects, sumarizes major recommendations theoretical propositions and identifies factors generated by the positive recommendations on recipients. It resides on importance of studies that support understanding of the third age consumer behavior and the contemporary world market environment. Most word-of-mouth studies focus on the sender of recommendation. In contrast, this study provides information about the impact of recommendation on the receiver. Major results indicated that factor generated by recommendations such as security, engagement, relief, knowledge acquisition, socialization and trust appear strongly and are fundamental for third age consumers purchasing decision process. The expectation, enthusiasm and satisfaction generated by the positive recommendations appear less incisively, but still relevant. Also, was found a significant nexus between recommendations' relevance and the fact that vthey were sent by close or reliabe people of positive recommendations are affected both emotionally and rationally and shows the importance of recommendations for the third age who will soon be a society segment larger than the young pipulation. The research findings are important for scholars, managers, regulator and policy makers. They show that positive recommendations play an important role on purchase decision-making process and the conservative buyng behavior as well of this age group.