https://repositorio.ufpb.br/jspui/handle/123456789/11097 2026-07-25T13:32:44Z https://repositorio.ufpb.br/jspui/handle/123456789/38464 Título: Hotel Lótus e o inferno das paixões: uma decisão em crise Autor(es): Silva Junior, Aleksandro Fernandes da Orientador: Silva, Alandey Severo Leite da Abstract: No abstract. Editor: Universidade Federal da Paraíba Tipo: TCC 2025-09-25T00:00:00Z https://repositorio.ufpb.br/jspui/handle/123456789/38463 Título: Experiências de compras on-line de consumidoras de joias de prata: um estudo sobre os fatores que influenciam a lealdade nas compras Autor(es): Costa, Amanda da Silva Orientador: Baldanza, Renata Abstract: This study analyzes the relationship between online shopping experiences and the loyalty of female consumers of silver jewelry. The research, with a qualitative and exploratory approach, was conducted through semi-structured interviews with ten consumers from the metropolitan region of João Pessoa, all with a history of digital purchases in the silver jewelry segment. The results reveal that factors such as aesthetics, durability, cost-benefit, and packaging influence perceived value, while relational aspects—such as customer service, after-sales support, and brand humanization—play a decisive role in loyalty formation. The participants also highlighted the importance of hedonic and symbolic experiences, reinforcing that purchasing jewelry goes beyond functional utility, connecting to emotions, status, and identity. The analysis showed that loyalty is built through a combination of rational and emotional elements, integrating digital convenience, social media engagement, and personalization strategies. The study concludes that companies in the jewelry sector operating in e-commerce should prioritize differentiated experiences to foster consumer loyalty and encourage repeat purchases. Editor: Universidade Federal da Paraíba Tipo: TCC 2025-09-22T00:00:00Z https://repositorio.ufpb.br/jspui/handle/123456789/38462 Título: Proposta de um plano de marketing: Ana Martha Cabral - Terapia Capilar Autor(es): Arruda, Ana Martha Cabral de Orientador: Lucena, Rosivaldo de Lima Abstract: This study aims to propose, to a capilar therapy business, a marketing plan that suggests actions that will result in increased custumer base and product sales. This work aims to provide subsides for the interprise, which has been operating in third-party companies since 2020, to develop and grow. Our methodology, a bibliographical research was carried out through books, scientific articles, handouts, technical standards and institutional publications; a documentary research was made using personal and professional records of the entrepreneur; a market analysis was performed where secondary data were collected on the beauty sector in Brazil and, in particular, on the hair therapy segment in the city of João Pessoa; a strategy analysis tool was used, the SWOT matrix, in order to identify strenghts, weaknesses, opportunities and threats to business; and finally, a questionnaire was applied to evaluate costumer behavior for the perspective of this specialty. Analysis of the results shows that the business has solid foundations for growth, supported by an audience that recognizes the importance of hair care, but still needs information and encouragement to look for specialized hair services. Based on these findings, marketing proposals suggested actions to disseminate knowledge about the specialty, as well as expand the networking and focus on product sales. Editor: Universidade Federal da Paraíba Tipo: TCC 2025-09-23T00:00:00Z https://repositorio.ufpb.br/jspui/handle/123456789/38461 Título: Aplicação de Teoria das Filas em uma unidade da Defensoria Pública da União Autor(es): Florentino, André Cavalcanti Orientador: Albertins, Pamela Adelino Ramos Abstract: O objetivo deste estudo foi analisar o comportamento da fila no atendimento primário na Defensoria Pública da União em João Pessoa - PB, utilizando a Teoria das Filas como ferramenta de avaliação do desempenho. Trata-se de uma pesquisa aplicada e quantitativa e caracterizada como estudo de caso, com coleta de dados in loco durante um dia considerado normal e típico de funcionamento da unidade, seguindo o modelo M/M/3. Foram mensurados indicadores como taxa de utilização, probabilidade de o sistema estar vazio, número médio de clientes na fila, tempos médios de espera e de permanência no sistema. Os resultados apontaram taxa de utilização de 35,62%, probabilidade de 31,65% de não haver clientes no sistema, fila praticamente inexistente (Lq = 0,055) e tempo médio de espera de 0,91 segundos. Constatou-se elevada ociosidade, indicando possibilidade de redistribuição de recursos para otimizar a eficiência sem comprometer a qualidade do atendimento. Conclui-se que o sistema apresenta agilidade acima da demanda observada, sendo recomendada a ampliação da amostragem e simulações futuras para subsidiar decisões gerenciais. Editor: Universidade Federal da Paraíba Tipo: TCC 2025-08-21T00:00:00Z