Proposta de valor: a construção de experiência positiva para o público da melhor idade no setor aéreo brasileiro

Abstract

The importance of understanding the role of quality of service provided and the service of the best aged consumers are part of the discussions related to this work. Given these assumptions, marketing is a necessary tool for building strategies that foster any business that seeks to serve a particular consumer group. In marketing, the following categories are relevant as primary tools: product, price, promotion and square. Understanding the quality of the product, the attractive price, the offer to promote it and the environment where the customer has access to it, the provision of services in the design of marketing leads to quality as a fundamental assumption to ensure excellence in service. It is worth remembering that the constitution of the value of the products to the customers is an aspect also considered relevant. Based on several surveys, this work seeks to analyze the experience of attending the best age in the airline companies, especially in the company Gol Linhas Aéreas. Based on this assumption, the paper presents an overview of the better age in Brazil and the changes in the understanding of the companies that offer services for this group. Another relevant issue for the research is to highlight the deficiencies in attending to the group of the best age in the airline sector, highlighting the advances and thinking about means that modify the problems encountered during this survey. In addition, it is essential to highlight the positive changes implemented in the tourism sector and putting in check some suggestions that contribute to modify the failures of the companies areas in the customer service of the best age.