Teoria dos modelos mentais e construto da experiência da marca: um estudo de caso em uma escola de negócios chilena
DOI:
https://doi.org/10.18046/j.estger.2019.152.3370Palavras-chave:
teoria de modelos mentais, heurística, escola de negócios, experiência de marca, análise narrativaResumo
O objetivo é aplicar, pela primeira vez, a teoria dos modelos mentais semânticos ao serviço educacional de uma escola de negócios chilena. Um estudo qualitativo (grupo focal, analise narrativa) permite projetar uma pesquisa aplicada a 200 estudantes de graduação, para descrever sua experiência de serviço e sua vontade de recomendar a marca. O resultado é um construto a partir do qual é inferido um modelo de diversidade e excelência, relacionado positivamente à vontade de recomendar a marca. O construto varia de acordo com a idade. As relações entre o modelo mental e a experiência da marca são exploradas. Sugere-se que, para aumentar as recomendações, o esforço gerencial nas escolas de administração poderia ter como objetivo obter experiências de consumos consistentes e não apenas agradáveis.
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