Percepção dos outros consumidores em serviços de excursões turísticas.

Abstract

As the studies on customer experience has advanced, evidencing its importance within organizations, several studies have emerged in this context, the OCP (Other Customers Perception) scale addresses an interesting concept of how the perception of other consumers influences a specific individual in the purchasing environment. By the contact with products or services, the perception of a particular customer can change, within the tourism sector there are several experiences that can be lived by a tourist. Thus, the aim of this article is to analyze how the perception of other consumers is related to the satisfaction in tourist excursions. Based on the literature on consumer behavior and the OCP scale, a quantitative descriptive study was conducted using the survey method with 102 people who have already participated in tourist excursions. Through correlation and regression analysis, the results showed a significant effect of the presence of other consumers on the satisfaction of people who performed excursion, bringing a greater emphasis to the appropriate behavior dimension. This work, by validating the application of the OCP scale in the context of tourist excursions, expands the possibilities of understanding the effects that social cues (presence of other clients) exert on individual perceptions and attitudes towards the servie.