A influência do sorriso na percepção do serviço em pontos de venda
Autor(a) principal: | |
---|---|
Data de Publicação: | 2020 |
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/512 |
Resumo: | No verbal behavior, more specifically the smile, communicates emotional state and influences the way people are perceived. During service consumption interactions, this type of facial expression tends to induce attitude and the formation of interpersonal assessments (ARGYLE, 2013, p.65). The objective of this dissertation is to understand how attendants’ smiles influence the perception of competence, affection and quality of service in point of sales. Based on a theoretical background, an empirical survey was carried out based on the “SERVQUAL” and "Stereotyped Content Model" scales. Men and women observed both genders attendants' photos at point of sales in an electronics store. The images presented attendants smiling as well as showing neutral facial expressions. Thus, the people who responded to the digital research questions assigned the stereotypes dimensions of competence and warmth as well as indicated the level of service evaluation scales. It was possible to verify the increase of perception on affection and competence on smiling male or female attendants. We also identified that the smile attenuates gender stereotypes regarding male warmth and female competence. The smile also changes perceptions related to the evaluation of services in the dimensions of trust, helpfulness and transmission of security to the consumer. By understanding the importance of smiling in the assimilation of dimensions of the stereotype and evaluation of services, it is possible to contribute with companies, employees and consumers. Smiling at the point of sale reinforces business strategies by enhancing personal skills, reducing social prejudices, improving the interactional experience in the consumer environment, in addition to contributing to the purchase intention. |
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Camargo, Ricardo ZagalloCordeiro, Rafaela AlmeidaSpers, Eduardo Eugênio3819699678http://buscatextual.cnpq.br/buscatextual/visualizacv.do?id=K4428360U3&tokenCaptchar=03AGdBq27hFbF6fuJLBXXIhuHlXf4b3oI69UlyGcY8imu1rGOymt5oWJQNc6A2M9qDtqHmiS72ZLWZ2pwsXzXBf2hEkABheBCKtcwJdmhqqXa7Pb-cP7cpI7lFiB-W3zaE_iCuVcZz16SmI8L1RxyBzzykTcCnUG1hP4eoN21SxJX_7JJMUxqP7yCCjQwzFRPD0sHZwlYjgE-NRSpnniT5lFbuyw79i13CS9r3DkusuZovcc76rM_-os484Hvuzc22FM3gt5CYBoDW8vHrJy9zy3TGO_RtRUGCFOTcivl0PfIE_2Gs_m_gMLolCtxhGIzvMDHf7dJ8SoNFMmsuwBf1fGtGrpftVw9545YDXvcXZG5boscJEIuMPBFo_QYpDPBg2hskEvw6EmSczh1HhbMvep8g4vCVkIjFlqGMuXlTNwPVMIPL8VC6gKGE-FLw9PG9qtkd7tAe9bIy6A1vcmUDjKEbls2dLUhagQFreitas, Leandro2020-11-05T18:42:25Z2020-02-19Freitas, Leandro. A influência do sorriso na percepção do serviço em pontos de venda. 2020. [115 f.]. Dissertação ( Programa de Mestrado Profissional em Comportamento do Consumidor) - Escola Superior de Propaganda e Marketing, [São Paulo] .http://tede2.espm.br/handle/tede/512No verbal behavior, more specifically the smile, communicates emotional state and influences the way people are perceived. During service consumption interactions, this type of facial expression tends to induce attitude and the formation of interpersonal assessments (ARGYLE, 2013, p.65). The objective of this dissertation is to understand how attendants’ smiles influence the perception of competence, affection and quality of service in point of sales. Based on a theoretical background, an empirical survey was carried out based on the “SERVQUAL” and "Stereotyped Content Model" scales. Men and women observed both genders attendants' photos at point of sales in an electronics store. The images presented attendants smiling as well as showing neutral facial expressions. Thus, the people who responded to the digital research questions assigned the stereotypes dimensions of competence and warmth as well as indicated the level of service evaluation scales. It was possible to verify the increase of perception on affection and competence on smiling male or female attendants. We also identified that the smile attenuates gender stereotypes regarding male warmth and female competence. The smile also changes perceptions related to the evaluation of services in the dimensions of trust, helpfulness and transmission of security to the consumer. By understanding the importance of smiling in the assimilation of dimensions of the stereotype and evaluation of services, it is possible to contribute with companies, employees and consumers. Smiling at the point of sale reinforces business strategies by enhancing personal skills, reducing social prejudices, improving the interactional experience in the consumer environment, in addition to contributing to the purchase intention.O comportamento não verbal, mais especificamente o sorriso, comunica estado emocional e influencia a maneira como pessoas são percebidas. Durante interações de consumo de serviços, esse tipo de expressão facial tende a induzir atitudes e a formação de avaliações interpessoais (ARGYLE, 2013, p.65). O objetivo desta dissertação é compreender em que medida o sorriso de atendentes em pontos de venda de lojas de produtos eletrônicos influencia a percepção de competência, afetuosidade e qualidade do serviço. A partir de uma fundamentação teórica ligada a comportamento não verbal, estereótipos e percepção, foi realizado levantamento empírico com base nas escalas “SERVQUAL” e "Modelo de Conteúdo Estereotipado". Homens e mulheres observaram fotografias de atendentes de ambos os gêneros em pontos de venda de uma loja de produtos eletrônicos. As imagens mostraram atendentes sorridentes e com expressões faciais neutras para que os participantes de pesquisa on-line atribuíssem níveis às dimensões de competência e afetuosidade do estereótipo assim como avaliassem os serviços. Foi possível constatar que o sorriso aumenta a percepção de afetuosidade e competência de atendentes masculinos ou femininos em pontos de venda em lojas de produtos eletrônicos. Também identificou que o sorriso atenua estereótipos de gênero quanto à afetuosidade masculina e competência feminina. O sorriso ainda altera percepções relacionadas à avaliação dos serviços prestados por atendentes nas dimensões confiança, prestatividade e transmissão de segurança ao consumidor. Ao compreender a importância do sorriso na assimilação de dimensões do estereótipo e avaliação de serviços, é possível contribuir com empresas, funcionários e consumidores. O ato de sorrir no ponto de venda reforça estratégias de negócios ao potencializar habilidades pessoais, diminuir preconceitos sociais, melhorar a experiência interacional no ambiente de consumo, além de contribuir para a intenção de compra.Submitted by Adriana Alves Rodrigues (aalves@espm.br) on 2020-11-05T18:41:08Z No. of bitstreams: 1 LEANDRO FREITAS.pdf: 10446636 bytes, checksum: 3749b28a844b17113a578df7929106e7 (MD5)Approved for entry into archive by Adriana Alves Rodrigues (aalves@espm.br) on 2020-11-05T18:42:09Z (GMT) No. of bitstreams: 1 LEANDRO FREITAS.pdf: 10446636 bytes, checksum: 3749b28a844b17113a578df7929106e7 (MD5)Approved for entry into archive by Adriana Alves Rodrigues (aalves@espm.br) on 2020-11-05T18:42:16Z (GMT) No. of bitstreams: 1 LEANDRO FREITAS.pdf: 10446636 bytes, checksum: 3749b28a844b17113a578df7929106e7 (MD5)Made available in DSpace on 2020-11-05T18:42:25Z (GMT). No. of bitstreams: 1 LEANDRO FREITAS.pdf: 10446636 bytes, checksum: 3749b28a844b17113a578df7929106e7 (MD5) Previous issue date: 2020-02-19application/pdfhttp://tede2.espm.br/retrieve/1711/LEANDRO%20FREITAS.pdf.jpgporEscola Superior de Propaganda e MarketingPrograma de Mestrado Profissional em Comportamento do ConsumidorESPMBrasilESPM::Pós-Graduação Stricto Sensucomportamento não verbal; comportamento do consumidor; sorriso; pontos de venda (PDV); estereótipo; avaliação de serviçosbody language; consumer behavior; smile; point of sales (POS); stereotype; service evaluationCIENCIAS SOCIAIS APLICADAS::ADMINISTRACAOA influência do sorriso na percepção do serviço em pontos de vendaThe influence of the smile on the perception of service at points of saleinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesis-5003969050085565866500500600-44551937530918523288024035432632778221info:eu-repo/semantics/openAccessreponame:Biblioteca Digital de Teses e Dissertações da ESPMinstname:Escola Superior de Propaganda e Marketing (ESPM)instacron:ESPMTHUMBNAILLEANDRO FREITAS.pdf.jpgLEANDRO FREITAS.pdf.jpgimage/jpeg4775http://tede2.espm.br:8080/tede/bitstream/tede/512/4/LEANDRO+FREITAS.pdf.jpg14e2081f71682df6dc951b4ed3c910ecMD54TEXTLEANDRO FREITAS.pdf.txtLEANDRO FREITAS.pdf.txttext/plain164574http://tede2.espm.br:8080/tede/bitstream/tede/512/3/LEANDRO+FREITAS.pdf.txt8ec5da151791e263275c48bcd9b6d645MD53ORIGINALLEANDRO FREITAS.pdfLEANDRO FREITAS.pdfapplication/pdf10446636http://tede2.espm.br:8080/tede/bitstream/tede/512/2/LEANDRO+FREITAS.pdf3749b28a844b17113a578df7929106e7MD52LICENSElicense.txtlicense.txttext/plain; charset=utf-81912http://tede2.espm.br:8080/tede/bitstream/tede/512/1/license.txt652c58b294e08ded719d10bdbc42f8ceMD51tede/5122020-11-06 02:00:38.184oai:tede2.espm.br: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Biblioteca Digital de Teses e Dissertaçõeshttps://tede2.espm.br/http://tede2.espm.br/oai/requestacervodigital@espm.br||hribeiro@espm.bropendoar:2020-11-06T04:00:38Biblioteca Digital de Teses e Dissertações da ESPM - Escola Superior de Propaganda e Marketing (ESPM)false |
dc.title.por.fl_str_mv |
A influência do sorriso na percepção do serviço em pontos de venda |
dc.title.alternative.eng.fl_str_mv |
The influence of the smile on the perception of service at points of sale |
title |
A influência do sorriso na percepção do serviço em pontos de venda |
spellingShingle |
A influência do sorriso na percepção do serviço em pontos de venda Freitas, Leandro comportamento não verbal; comportamento do consumidor; sorriso; pontos de venda (PDV); estereótipo; avaliação de serviços body language; consumer behavior; smile; point of sales (POS); stereotype; service evaluation CIENCIAS SOCIAIS APLICADAS::ADMINISTRACAO |
title_short |
A influência do sorriso na percepção do serviço em pontos de venda |
title_full |
A influência do sorriso na percepção do serviço em pontos de venda |
title_fullStr |
A influência do sorriso na percepção do serviço em pontos de venda |
title_full_unstemmed |
A influência do sorriso na percepção do serviço em pontos de venda |
title_sort |
A influência do sorriso na percepção do serviço em pontos de venda |
author |
Freitas, Leandro |
author_facet |
Freitas, Leandro |
author_role |
author |
dc.contributor.advisor1.fl_str_mv |
Camargo, Ricardo Zagallo |
dc.contributor.referee1.fl_str_mv |
Cordeiro, Rafaela Almeida |
dc.contributor.referee2.fl_str_mv |
Spers, Eduardo Eugênio |
dc.contributor.authorID.fl_str_mv |
3819699678 |
dc.contributor.authorLattes.fl_str_mv |
http://buscatextual.cnpq.br/buscatextual/visualizacv.do?id=K4428360U3&tokenCaptchar=03AGdBq27hFbF6fuJLBXXIhuHlXf4b3oI69UlyGcY8imu1rGOymt5oWJQNc6A2M9qDtqHmiS72ZLWZ2pwsXzXBf2hEkABheBCKtcwJdmhqqXa7Pb-cP7cpI7lFiB-W3zaE_iCuVcZz16SmI8L1RxyBzzykTcCnUG1hP4eoN21SxJX_7JJMUxqP7yCCjQwzFRPD0sHZwlYjgE-NRSpnniT5lFbuyw79i13CS9r3DkusuZovcc76rM_-os484Hvuzc22FM3gt5CYBoDW8vHrJy9zy3TGO_RtRUGCFOTcivl0PfIE_2Gs_m_gMLolCtxhGIzvMDHf7dJ8SoNFMmsuwBf1fGtGrpftVw9545YDXvcXZG5boscJEIuMPBFo_QYpDPBg2hskEvw6EmSczh1HhbMvep8g4vCVkIjFlqGMuXlTNwPVMIPL8VC6gKGE-FLw9PG9qtkd7tAe9bIy6A1vcmUDjKEbls2dLUhagQ |
dc.contributor.author.fl_str_mv |
Freitas, Leandro |
contributor_str_mv |
Camargo, Ricardo Zagallo Cordeiro, Rafaela Almeida Spers, Eduardo Eugênio |
dc.subject.por.fl_str_mv |
comportamento não verbal; comportamento do consumidor; sorriso; pontos de venda (PDV); estereótipo; avaliação de serviços |
topic |
comportamento não verbal; comportamento do consumidor; sorriso; pontos de venda (PDV); estereótipo; avaliação de serviços body language; consumer behavior; smile; point of sales (POS); stereotype; service evaluation CIENCIAS SOCIAIS APLICADAS::ADMINISTRACAO |
dc.subject.eng.fl_str_mv |
body language; consumer behavior; smile; point of sales (POS); stereotype; service evaluation |
dc.subject.cnpq.fl_str_mv |
CIENCIAS SOCIAIS APLICADAS::ADMINISTRACAO |
description |
No verbal behavior, more specifically the smile, communicates emotional state and influences the way people are perceived. During service consumption interactions, this type of facial expression tends to induce attitude and the formation of interpersonal assessments (ARGYLE, 2013, p.65). The objective of this dissertation is to understand how attendants’ smiles influence the perception of competence, affection and quality of service in point of sales. Based on a theoretical background, an empirical survey was carried out based on the “SERVQUAL” and "Stereotyped Content Model" scales. Men and women observed both genders attendants' photos at point of sales in an electronics store. The images presented attendants smiling as well as showing neutral facial expressions. Thus, the people who responded to the digital research questions assigned the stereotypes dimensions of competence and warmth as well as indicated the level of service evaluation scales. It was possible to verify the increase of perception on affection and competence on smiling male or female attendants. We also identified that the smile attenuates gender stereotypes regarding male warmth and female competence. The smile also changes perceptions related to the evaluation of services in the dimensions of trust, helpfulness and transmission of security to the consumer. By understanding the importance of smiling in the assimilation of dimensions of the stereotype and evaluation of services, it is possible to contribute with companies, employees and consumers. Smiling at the point of sale reinforces business strategies by enhancing personal skills, reducing social prejudices, improving the interactional experience in the consumer environment, in addition to contributing to the purchase intention. |
publishDate |
2020 |
dc.date.accessioned.fl_str_mv |
2020-11-05T18:42:25Z |
dc.date.issued.fl_str_mv |
2020-02-19 |
dc.type.status.fl_str_mv |
info:eu-repo/semantics/publishedVersion |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/masterThesis |
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masterThesis |
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dc.identifier.citation.fl_str_mv |
Freitas, Leandro. A influência do sorriso na percepção do serviço em pontos de venda. 2020. [115 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/512 |
identifier_str_mv |
Freitas, Leandro. A influência do sorriso na percepção do serviço em pontos de venda. 2020. [115 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/512 |
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por |
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Escola Superior de Propaganda e Marketing |
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Programa de Mestrado Profissional em Comportamento do Consumidor |
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ESPM |
dc.publisher.country.fl_str_mv |
Brasil |
dc.publisher.department.fl_str_mv |
ESPM::Pós-Graduação Stricto Sensu |
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Escola Superior de Propaganda e Marketing |
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