Efeito da atribuição de causa em um modelo de falha de serviço

Conteúdo do artigo principal

Giuliana Isabella
Martin Hernani-Merino
Jose Afonso Mazzon
Enver Tarazona
Daniel Kuster

Resumo

O tema da recuperação de serviços tem sido amplamente estudado e é relevante para mercados em que consumidores recompram produtos ou serviços. São dois os aspectos normativos da recuperação de serviços: como uma empresa deve agir após uma falha de serviço e as consequências dessa falha no relacionamento da organização com o cliente. O presente artigo tem como objetivo apresentar um modelo de falha de serviços que reúna esses dois aspectos, investigando como a atribuição de causa afeta a percepção do consumidor sobre recomprar quando uma solução é oferecida após uma falha de serviço. Um questionário foi aplicado a usuários de serviços de um provedor brasileiro de telecomunicações, explorando duas situações: a) uma falha ocorrida acidentalmente por culpa do cliente; e b) uma falha de serviço por culpa da empresa. As análises foram realizadas com a utilização da Teoria de Resposta ao Item (TRI) e PLS-SEM. Como resultado, o nível de confiança e os custos de mudança foram destacados como construtos importantes para manter as intenções de recompra positivas. Além disso, o cliente confia mais na organização quando a falha ocorre por culpa da empresa mas ela resolve o problema, o que leva a uma maior intenção de recompra do que quando a falha ocorre por culpa do cliente.

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ISABELLA, G.; HERNANI-MERINO, M. .; MAZZON, J. A. .; TARAZONA, E. .; KUSTER, D. . Efeito da atribuição de causa em um modelo de falha de serviço . RAE-Revista de Administração de Empresas, [S. l.], v. 62, n. 6, p. e2020–0139, 2022. DOI: 10.1590/S0034-759020220601. Disponível em: https://bibliotecadigital.fgv.br/ojs/index.php/rae/article/view/86189. Acesso em: 10 ago. 2022.
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