OSS: Uma investigação sobre a dissonância entre o mainstream expectativa-desempenho e a satisfação entre praticantes de Jiu-Jitsu à luz do marketing experiencial

Abstract

The jiu-jitsu practice brings several benefits to those who practice but especially for athletes in training for championships can be extremely exhausting. However, in the end, they bring a feeling of satisfaction that distances itself from the process to achieve it. Thus, the following question is asked: how can services that demand negative requirements generate satisfaction? Thus, the objective of this study was to compare the mainstream perspective of customer satisfaction analysis in services, based on the expectation-results relationship, with the perspective of marketing of experiences, using jiu-jitsu practice. The theoretical framework based itself on comparison between the mainstream expectation-performance-satisfaction, which the general satisfaction over services is given by the difference between that was expected and realized, and the experiential marketing, in which emotions and uncertainties of the individual interfere in this relation. The results demonstrate attributes considered negative during the training process and uncertainties regarding their results and performance in the championship. However, these attributes were gradually supplanted, leading to satisfaction during the process and positive final satisfaction. It is concluded that there is a rupture in the expectation-performance-satisfaction paradigm, corroborating with the literature on experiential marketing that in services that have uncertainties and strong emotions involved, general satisfaction is a much more function of overcoming and conquering than with the relation expectation performance. As it is an exploratory research, further study is required with more cases and addressing which emotional aspects and uncertainties drive the observed dissonance.