A construção compartilhada da satisfação: um estudo de caso sobre o Fiat Mio
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2013-01-29
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Ayrosa, Eduardo André Teixeira
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The objective of this research project is to identify and analyse the way in which the company Fiat have collectively constructed a concept of consumer satisfaction by using the website Fiatmio.cc, a virtual space in which the internet users were invited to give suggestions for the creation of a prototype car of the future. The contents of the transcriptions from 16 specialist videos exhibited on the website, and 98 commentaries about the discussions raised by Fiat posted by the users, were analysed. The study highlights and compares the principle concepts present in the messages divulged by the company and the comments of its users, identifies the way in which this discursive interaction occured and analyses the way in which the company built its ‘positioning’ in this project and its notion of customer satisfaction.