OSS: dissonância no mainstream expectativa-desempenho-satisfação entre praticantes de jiu-jitsu

Abstract

The jiu-jitsu practice brings several benefits to those who practice but for athletes in training for championships can be extremely exhausting. 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. Interviews were conducted with a focus group to obtain results. 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 dissonance 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.