Percepção de valor dos consumidores de serviços : um estudo em restaurantes nos almoços de domingo na cidade de São Paulo

Abstract

The customer perceived value construct has been object of interest among researchers during the last decade, complementing the satisfaction construct. The current exploratory study discourse about perceived value in services companies, where it was searched restaurants consumers on Sundays lunches, with their families in São Paulo city. It firstly accomplished a qualitative research, through a focus group and two depth interviews, where they were identified forty variables about value perception of restaurant consumers, on Sundays lunches, with their families in São Paulo city. Afterwards with the obtained data, it was elaborated a research instrument in Likert scale, which was applied to a sample of 320 people. Through a factorial analysis were identified four important value perceptions of restaurant consumers, on Sundays lunches, with their families in São Paulo city: cleaning, respect, differentiation and child attention. It was identified with discriminant analysis that women observed more value perceptions related with cleaning, while men perceptions are more related with respect. It also was identified that families which lunch with children give more value to child attention, while the families witch lunch childless are more interested in the respect factor, specifically they think that restaurants owners do not worry about their clients' fidelity. The study also identified three main characteristics that these consumers valorize most: food, cleaning and assistance. This research brings reflections on the concept of perceived service value in restaurants, and its methodology and results should be used in future researches to expand knowledge on this segment or others.