NDLI: Intenção e consumo em salão de beleza: Há um gap?

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Intenção e consumo em salão de beleza: Há um gap?

Content Provider	Semantic Scholar
Author	Barbosa, Thaisy Quezado, Izabelle
Copyright Year	2015
Abstract	Frente ao crescimento do mercado de beleza, este estudo objetiva investigar o possivel gap entre intencao e comportamento do consumidor de servicos de salao de beleza. Para tanto, foram realizadas entrevistas em profundidade, por meio de um roteiro semiestruturado, no referido ambiente, a fim de coletar informacoes com consumidores de salao de beleza sobre os aspectos do ambiente de servico que poderiam criar um gap entre intencao e consumo. Os dados foram submetidos a analise de conteudo com base nas categorias teoricas dos estudos de Bitner (1992), Gatto (2002) e Shamdasani e Balakrishnan (2000). Como resultado, percebeu-se que apenas fatores sociais sao suficientemente fortes para impactar negativamente, a ponto de ocasionar o gap . Esse resultado traz implicacoes gerenciais no que diz respeito a importância de ambientacao e treinamento de pessoal em ambiente de servicos de salao de beleza. Normal 0 21 false false false PT-BR X-NONE X-NONE
Starting Page	1315
Ending Page	1332
Page Count	18
File Format	PDF HTM / HTML
DOI	10.15603/2177-7284/regs.v6n2p1315-1332
Volume Number	6
Alternate Webpage(s)	https://www.metodista.br/revistas/revistas-metodista/index.php/REGS/article/download/5680/5095
Alternate Webpage(s)	https://doi.org/10.15603/2177-7284%2Fregs.v6n2p1315-1332
Language	English
Access Restriction	Open
Content Type	Text
Resource Type	Article

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