Experiência de consumo em bar e restaurante temático: investigando o papel de estímulos sensoriais.

Abstract

The present work aimed to investigate the way in which consumers perceive the sensory stimuli of a themed bar and restaurant, and how this affects the consumption experience. In the light of the literature on store atmosphere and consumption experience in services, a study was conducted with a qualitative and descriptive approach. The investigation involved carrying out 10 interviews through a semi-structured script with clients of a Bar and Thematic Restaurant in the city of Campina Grande/PB, whose medieval proposal is at the core of its offer. After transcription and application of the content analysis technique, it was evidenced that consumers notice the sensory elements according to the thematic proposal of the atmosphere of the service environment, whether through presentation, comfort, or the sensations felt during the consumption experience. . The work brings contributions about the positive influence of the store atmosphere and sensory elements, as well as the coherence between the proposal and the consumption experience offered in the service environment. Keywords: Sensory Stimuli; Consumer Experience; Store atmosphere; Services