A recuperação de serviços como ferramenta de relacionamento e seu impacto na confiança e lealdade dos clientes

Santos, Cristiane Pizzutti dos; Fernandes, Daniel Von der Heyde

doi:10.1590/S0034-75902008000100002

Resumos

O objetivo central deste trabalho é examinar a recuperação de serviços sob uma perspectiva estratégica, como ferramenta de relacionamento. Para tanto, foi proposto e testado um modelo teórico, com foco nos inter-relacionamentos entre avaliações específicas do processo de reclamação, confiança, custo de mudança, valor e lealdade do consumidor. Os resultados indicam que a formação de confiança e lealdade do consumidor é afetada pela forma como as reclamações são resolvidas. As percepções de justiça afetaram a satisfação com o gerenciamento da reclamação. A confiança do consumidor foi fortemente influenciada pela satisfação pós-reclamação. Por fim, tanto a intenção de recompra como a comunicação boca-a-boca foram influenciadas por confiança, satisfação e valor percebido. Os custos de mudança não moderaram as relações entre satisfação, confiança e lealdade, e demonstraram ter baixa infl uência nas intenções de recompra, indicando que a criação de mecanismos que dificultem a saída do cliente não é suficiente para mantê-lo, e que e um gerenciamento adequado da reclamação pode ser uma ferramenta eficaz para desenvolver relacionamentos de longo prazo.

Recuperação de serviços; lealdade; confiança; satisfação; relacionamento com clientes

The main goal of this paper is to examine service recovery under a strategic perspective, as a relationship tool. A theoretical model has been proposed and tested, with focus on interrelationships among specific evaluations of complaint process, trust, switching costs, perceived value, and loyalty. The findings indicate that customer trust and loyalty are affected by the way complaints are resolved. Perceptions of justice affected satisfaction with complaint management. Consumer trust is strongly influenced by post-complaint satisfaction. Finally, both intentions of repurchase and word-of-mouth communication were influenced by trust, satisfaction and perceived value. Switching costs did not moderate the relationships between satisfaction, trust and loyalty, and demonstrated to have low influence on intentions of repurchase. Therefore, the creation of mechanisms that inhibit customers' exit is not enough keep them, and an adequate complaint management may be an efficient tool to develop long-termed relationships.

Service recovery; loyalty; trust; satisfaction; customer relationship

ARTIGOS

A recuperação de serviços como ferramenta de relacionamento e seu impacto na confiança e lealdade dos clientes

Cristiane Pizzutti dos Santos; Daniel Von der Heyde Fernandes

UFRGS

RESUMO

O objetivo central deste trabalho é examinar a recuperação de serviços sob uma perspectiva estratégica, como ferramenta de relacionamento. Para tanto, foi proposto e testado um modelo teórico, com foco nos inter-relacionamentos entre avaliações específicas do processo de reclamação, confiança, custo de mudança, valor e lealdade do consumidor. Os resultados indicam que a formação de confiança e lealdade do consumidor é afetada pela forma como as reclamações são resolvidas. As percepções de justiça afetaram a satisfação com o gerenciamento da reclamação. A confiança do consumidor foi fortemente influenciada pela satisfação pós-reclamação. Por fim, tanto a intenção de recompra como a comunicação boca-a-boca foram influenciadas por confiança, satisfação e valor percebido. Os custos de mudança não moderaram as relações entre satisfação, confiança e lealdade, e demonstraram ter baixa infl uência nas intenções de recompra, indicando que a criação de mecanismos que dificultem a saída do cliente não é suficiente para mantê-lo, e que e um gerenciamento adequado da reclamação pode ser uma ferramenta eficaz para desenvolver relacionamentos de longo prazo.

Palavras-chave: Recuperação de serviços, lealdade, confiança, satisfação, relacionamento com clientes.

ABSTRACT

The main goal of this paper is to examine service recovery under a strategic perspective, as a relationship tool. A theoretical model has been proposed and tested, with focus on interrelationships among specific evaluations of complaint process, trust, switching costs, perceived value, and loyalty. The findings indicate that customer trust and loyalty are affected by the way complaints are resolved. Perceptions of justice affected satisfaction with complaint management. Consumer trust is strongly influenced by post-complaint satisfaction. Finally, both intentions of repurchase and word-of-mouth communication were influenced by trust, satisfaction and perceived value. Switching costs did not moderate the relationships between satisfaction, trust and loyalty, and demonstrated to have low influence on intentions of repurchase. Therefore, the creation of mechanisms that inhibit customers' exit is not enough keep them, and an adequate complaint management may be an efficient tool to develop long-termed relationships.

Keywords: Service recovery, loyalty, trust, satisfaction, customer relationship.

Texto completo disponível apenas em PDF.

Full text available only in PDF format.

Artigo recebido em 09.12.2005.

Aprovado em 30.11.2006.

Cristiane Pizzutti dos Santos

Professora da Universidade Federal do Rio Grande do Sul. Doutora em Administração de Empresas pela Universidade Federal do Rio Grande do Sul. Interesses de pesquisas nas áreas de comportamento do consumidor, insatisfação do consumidor e recuperação de serviços. E-mail: cpsantos@ea.ufrgs.br Endereço: Rua Washington Luis, 855, sala 454, Centro, Porto Alegre RS, 90010-460.

Daniel Von der Heyde Fernandes

Mestrando em Administração de Empresas com ênfase em Marketing pela Universidade Federal do Rio Grande do Sul. Interesses de pesquisas nas áreas de comportamento do consumidor, insatisfação do consumidor, comportamentos de retaliação e recuperação de serviços. E-mail: dvon@terra.com.br Endereço: Rua Washington Luis, 855, sala dos mestrandos, Centro, Porto Alegre RS, 90010-460.

ABARCA, F.; ALDUNATE, F. O banqueiro da América. Revista Exame, São Paulo, n. 290, p. 28-55, 2 dez. 2004.
AGUSTIN, C.; SINGH, J. Curvilinear effects of consumer loyalty determinants in relational exchanges. Journal of Marketing Research, v. 42, n. 1, p. 96-108, 2005.
ARIENTE, M.; GALEANO, R.; GIULIANI, A.; FARAH, O.; PIZZINATTO, N. Marketing de convergência: mudanças no transporte aéreo brasileiro. In: SEMINÁRIO DE GESTÃO DE NEGÓCIOS, 2., 2005, Curitiba, 2005.
BERRY, L. Retailers with a future. Marketing Management, v. 5, n. 1, p. 39-46, 1995.
BLODGETT, J. G.; HILL, D. J.; TAX, S. S. The effects of distributive, procedural, and interactional justice on postcomplaint behavior. Journal of Retailing, v. 73, n. 2, p. 185-210, 1997.
BOWEN, J. Development of a taxonomy of services to gain strategic marketing insights. Journal of Academy of Marketing Science, v. 18, n. 1, p. 43-49, 1990.
BREI, V. A.; ROSSI, C. A. V. Confiança, valor percebido e lealdade em trocas relacionais de serviço: um estudo com usuários de internet banking no Brasil. Revista de Administração Contemporânea, v. 9, n. 2, p. 145-168, 2005.
BROWN, S. W.; COWLES, D. L.; TUTEN, T. L. Service recovery: its value and limitations as a retail strategy. International Journal of Service Industry Management, v. 7, n. 5, p. 32-46, 1996.
BURNHAM, T. A.; FRELS, J. K.; MAHAJAN, V. Consumer switching costs: a typology antecedents, and consequences. Journal of the Academy of Marketing Science, v. 31, n. 2, p. 109-126, 2003.
BYRNE, B. M. Structural Equation Modeling with EQS and EQS/Windows Thousand Oaks: Sage, 1994.
CARUANA, A. The impact of switching costs on customer loyalty: a study among corporate customers of mobile telephony. Journal of Targeting, Measurement and Analysis for Marketing, v. 12, n. 3, p. 256-268, 2003.
CHEBAT, J. C.; SLUSARCZYK, W. How emotions mediate the effects of perceived justice on loyalty in service recovery: an empirical study. Journal of Business Research, v. 58, n. 5, p. 664-73, 2005.
CHIOU, J.; DROGE, C. Service quality, trust, specific asset investment, and expertise: direct and indirect effects in a satisfaction-loyalty framework. Academy of Marketing Science Journal, v. 34, n. 4, p. 613-28, 2006.
CHURCHILL, G. Marketing Research Orlando: Fryden Press, 1999.
CLEMMER, E. C. The Role of Fairness in Customer Satisfaction with Services Maryland, 1988. 242 f. Tese (Doutorado) University of Maryland, Maryland, 1988.
DICK, A. S.; BASU, K. Customer loyalty: toward and integrated conceptual framework. Journal of the Academy of Marketing Science, v. 22, n. 2, p. 99-113, 1994.
DONEY, P. M.; CANNON, J. P. An examination of the nature of trust in buyer-seller relationship. Journal of Marketing, v. 61, n. 2, p.35-52, 1997.
DUBE, L.; MAUTE, M. F. Defensive strategies for managing satisfaction and loyalty in the service industry. Psychology & Marketing, v. 15, n. 8, p. 775-791, 1998.
DWYER, F. R.; SCHURR, P. H.; OH, S. Developing buyer-seller relationships. Journal of Marketing, v. 51, n. 2, p. 11-28, 1987.
FELDMAN, J. M. The king of the hill evolves. Air Transport World, v. 39, n. 9, p. 36-40, 2002.
FORNELL, C. A national customer satisfaction barometer: the Swedish experience. Journal of Marketing, v. 56, n. 1, p. 6-21, 1992.
GARBARINO, E.; JOHNSON, M. The different roles of satisfaction, trust and commitment for relational and transactional consumers. Journal of Marketing, v. 63, n. 2, p. 70-87, 1999.
GASTAL, F. A Influência da satisfação e dos custos de mudança na lealdade do cliente. 2005. 179 f. Dissertação (Mestrado) Programa de Pós-Graduação em Administração da Escola de Administração da Universidade Federal do Rio Grande do Sul, 2005.
GILLY, M.C.; GELB, B. Post-purchase consumer processes and the complaining consumer. Journal of Consumer Research, v. 9, n. 3, p. 323-328, 1982.
GOODWIN, C.; ROSS, I. Consumer responses to service failures: influence of procedural and interactional fairness perceptions. Journal of Business Research, v. 25, n. 2, p. 149-163, 1992.
GUJARATI, D. N. Basic Econometrics New York: McGraw-Hill, 1988.
GWINNER, K. P.; GREMLER, D. D.; BITNER, M. J. Relational benefits in service industries: the customer's perspective. Journal of the Academy of Marketing Science, v. 26, n. 2, p. 101-114, 1998.
HAIR, J.; ANDERSON, R. E.; TATHAM, R.; BLACK, W. Multivariate Data Analysis New Jersey: Prentice Hall, 1998.
JONES, T. O.; MOTHERSBAUGH, D. L.; BEATTY, S. E. Switching barriers and repurchase intentions in services. Journal of Retailing, v. 76, n. 2, p. 259-274, 2000.
LAM, S. Y.; SHANKAR, V.; MURTHY, M. Costumer value, satisfaction, loyalty, and switching costs: an illustration from a business-to-business service context. Journal of the Academy of Marketing Science, v. 42, n. 3, p. 293-311, 2004.
LEE, J.; LEE, J.; FEICK, L. The impact of switching costs on costumer satisfaction-loyalty link: mobile phone service in France. Journal of Services Marketing, v. 15, n. 1, p. 35-48, 2001.
MARTIN, C. L.; SMART, D. T. Consumer experiences calling toll-free corporate hotlines. The Journal of Business Communication, v. 31, n. 3, p. 195-212, 1994.
MAXHAM, J. G.; NETEMEYER, R. G. Modeling costumer perceptions of complaint handling over time: the effects of perceived justice of satisfactions and intent. Journal of Retailing, v. 78, n. 4, p. 239-252, 2002.
MORGAN, R. M.; HUNT, S. D. The commitment-trust theory of relationship marketing. Journal of Marketing, v. 58, p. 20-38, July 1994.
OLIVER, R. L. Whence consumer loyalty?. Journal of Marketing, v. 63, p. 33-44, 1999.
OLIVER, R. L.; SWAN, J. Consumer perceptions of interpersonal equity and satisfaction in transactions: a field survey approach. Journal of Marketing, v. 53, n. 2, p. 21-35, 1989.
PING, R. A. The effect of satisfaction and structural constraints on retailing exiting, voice, loyalty opportunism and neglect. Journal of Retailing, v. 69, n. 3, p. 320-352, 1993.
REICHHELD, F. F.; SASSER, W. E. Zero defections: quality comes to services. Harvard Business Review, v. 68, n. 5, p. 105-111, 1990.
RINGBERG, T.; ODEKERKEN, G.; CHRISTENSEN, G. A cultural models approach to service recovery. Journal of Marketing, v. 71, n. 3, p. 194-211, 2007.
SANTOS, C. P.; ROSSI, C. A. V. The impact of complaint handling on consumer's trust and loyalty in the context of relational services exchanges. In: EUROPEAN MARKETING ACADEMY CONFERENCE, 32., 2002. Glasgow. EMAC, 2002
SINGH, J.; WILKES, R. E. When consumer complain: a path analysis of consumer complaint responses estimates. Journal of the Academy of Marketing Science, v. 24, n. 4, p. 350-365, 1996.
SIRDESHMUKH, D.; SINGH, S.; SABOL, B. Consumer trust, value and loyalty in relational exchanges. Journal of Marketing, v. 66, n. 1, p. 1538, 2002.
SLONGO, L. C; LIBERALI, G. (Org.) Marketing de relacionamento: estudos, cases e proposições de pesquisa. São Paulo: Atlas, 2004.
SMITH, A. K.; BOLTON, R. N.; WAGNER, J. A model of customer satisfaction with service encounter involving failure and recovery. Journal of Marketing Research, v. 36, n. 3, p. 356-372, 1999.
STEPHENS, N.; GWINNER, K. P. Why don't some people complain? a cognitive-emotive process model of consumer complaint behavior. Academy of Marketing Science, v. 26, n. 3, p. 172-189, 1998.
TAX, S. S.; BROWN, S. W.; CHANDRASHEKARAN, M. Customer evaluations of service complaint experiences: implications for relationship marketing. Journal of Marketing, v. 62, n. 2, p. 60-76, 1998.
THIBAUT, J.; WALKER, L. Procedural Justice: A Psychological Analysis. Hillsdale: Lawrence Erlbaum, 1975.
ZEITHAML, V. A.; BERRY, L. L.; PARASURAMAN, A. The behavioral consequences of service quality. Journal of Marketing, v. 60, n. 2, p. 31- 46, 1996.
WEBSTER, C.; SUNDARAM, D. S. Service consumption criticality in failure recovery. Journal of Business Research, v. 41, n. 2, p. 153-159, 1998.
WESTBROOK, R. A. Product/consumption-based affective responses and postpurchase processes. Journal of Marketing Research, v. 24, n. 3, p. 258-270, 1987.

Datas de Publicação

Publicação nesta coleção
17 Nov 2010
Data do Fascículo
Mar 2008

Histórico

Recebido
09 Dez 2005
Aceito
30 Nov 2006

This work is licensed under a Creative Commons Attribution 4.0 International License.

[1] ABARCA, F.; ALDUNATE, F. O banqueiro da América. Revista Exame, São Paulo, n. 290, p. 28-55, 2 dez. 2004.

[2] AGUSTIN, C.; SINGH, J. Curvilinear effects of consumer loyalty determinants in relational exchanges. Journal of Marketing Research, v. 42, n. 1, p. 96-108, 2005.

[3] ARIENTE, M.; GALEANO, R.; GIULIANI, A.; FARAH, O.; PIZZINATTO, N. Marketing de convergência: mudanças no transporte aéreo brasileiro. In: SEMINÁRIO DE GESTÃO DE NEGÓCIOS, 2., 2005, Curitiba, 2005.

[4] BERRY, L. Retailers with a future. Marketing Management, v. 5, n. 1, p. 39-46, 1995.

[5] BLODGETT, J. G.; HILL, D. J.; TAX, S. S. The effects of distributive, procedural, and interactional justice on postcomplaint behavior. Journal of Retailing, v. 73, n. 2, p. 185-210, 1997.

[6] BOWEN, J. Development of a taxonomy of services to gain strategic marketing insights. Journal of Academy of Marketing Science, v. 18, n. 1, p. 43-49, 1990.

[7] BREI, V. A.; ROSSI, C. A. V. Confiança, valor percebido e lealdade em trocas relacionais de serviço: um estudo com usuários de internet banking no Brasil. Revista de Administração Contemporânea, v. 9, n. 2, p. 145-168, 2005.

[8] BROWN, S. W.; COWLES, D. L.; TUTEN, T. L. Service recovery: its value and limitations as a retail strategy. International Journal of Service Industry Management, v. 7, n. 5, p. 32-46, 1996.

[9] BURNHAM, T. A.; FRELS, J. K.; MAHAJAN, V. Consumer switching costs: a typology antecedents, and consequences. Journal of the Academy of Marketing Science, v. 31, n. 2, p. 109-126, 2003.

[10] BYRNE, B. M. Structural Equation Modeling with EQS and EQS/Windows Thousand Oaks: Sage, 1994.

[11] CARUANA, A. The impact of switching costs on customer loyalty: a study among corporate customers of mobile telephony. Journal of Targeting, Measurement and Analysis for Marketing, v. 12, n. 3, p. 256-268, 2003.

[12] CHEBAT, J. C.; SLUSARCZYK, W. How emotions mediate the effects of perceived justice on loyalty in service recovery: an empirical study. Journal of Business Research, v. 58, n. 5, p. 664-73, 2005.

[13] CHIOU, J.; DROGE, C. Service quality, trust, specific asset investment, and expertise: direct and indirect effects in a satisfaction-loyalty framework. Academy of Marketing Science Journal, v. 34, n. 4, p. 613-28, 2006.

[14] CHURCHILL, G. Marketing Research Orlando: Fryden Press, 1999.

[15] CLEMMER, E. C. The Role of Fairness in Customer Satisfaction with Services Maryland, 1988. 242 f. Tese (Doutorado) University of Maryland, Maryland, 1988.

[16] DICK, A. S.; BASU, K. Customer loyalty: toward and integrated conceptual framework. Journal of the Academy of Marketing Science, v. 22, n. 2, p. 99-113, 1994.

[17] DONEY, P. M.; CANNON, J. P. An examination of the nature of trust in buyer-seller relationship. Journal of Marketing, v. 61, n. 2, p.35-52, 1997.

[18] DUBE, L.; MAUTE, M. F. Defensive strategies for managing satisfaction and loyalty in the service industry. Psychology & Marketing, v. 15, n. 8, p. 775-791, 1998.

[19] DWYER, F. R.; SCHURR, P. H.; OH, S. Developing buyer-seller relationships. Journal of Marketing, v. 51, n. 2, p. 11-28, 1987.

[20] FELDMAN, J. M. The king of the hill evolves. Air Transport World, v. 39, n. 9, p. 36-40, 2002.

[21] FORNELL, C. A national customer satisfaction barometer: the Swedish experience. Journal of Marketing, v. 56, n. 1, p. 6-21, 1992.

[22] GARBARINO, E.; JOHNSON, M. The different roles of satisfaction, trust and commitment for relational and transactional consumers. Journal of Marketing, v. 63, n. 2, p. 70-87, 1999.

[23] GASTAL, F. A Influência da satisfação e dos custos de mudança na lealdade do cliente. 2005. 179 f. Dissertação (Mestrado) Programa de Pós-Graduação em Administração da Escola de Administração da Universidade Federal do Rio Grande do Sul, 2005.

[24] GILLY, M.C.; GELB, B. Post-purchase consumer processes and the complaining consumer. Journal of Consumer Research, v. 9, n. 3, p. 323-328, 1982.

[25] GOODWIN, C.; ROSS, I. Consumer responses to service failures: influence of procedural and interactional fairness perceptions. Journal of Business Research, v. 25, n. 2, p. 149-163, 1992.

[26] GUJARATI, D. N. Basic Econometrics New York: McGraw-Hill, 1988.

[27] GWINNER, K. P.; GREMLER, D. D.; BITNER, M. J. Relational benefits in service industries: the customer's perspective. Journal of the Academy of Marketing Science, v. 26, n. 2, p. 101-114, 1998.

[28] HAIR, J.; ANDERSON, R. E.; TATHAM, R.; BLACK, W. Multivariate Data Analysis New Jersey: Prentice Hall, 1998.

[29] JONES, T. O.; MOTHERSBAUGH, D. L.; BEATTY, S. E. Switching barriers and repurchase intentions in services. Journal of Retailing, v. 76, n. 2, p. 259-274, 2000.

[30] LAM, S. Y.; SHANKAR, V.; MURTHY, M. Costumer value, satisfaction, loyalty, and switching costs: an illustration from a business-to-business service context. Journal of the Academy of Marketing Science, v. 42, n. 3, p. 293-311, 2004.

[31] LEE, J.; LEE, J.; FEICK, L. The impact of switching costs on costumer satisfaction-loyalty link: mobile phone service in France. Journal of Services Marketing, v. 15, n. 1, p. 35-48, 2001.

[32] MARTIN, C. L.; SMART, D. T. Consumer experiences calling toll-free corporate hotlines. The Journal of Business Communication, v. 31, n. 3, p. 195-212, 1994.

[33] MAXHAM, J. G.; NETEMEYER, R. G. Modeling costumer perceptions of complaint handling over time: the effects of perceived justice of satisfactions and intent. Journal of Retailing, v. 78, n. 4, p. 239-252, 2002.

[34] MORGAN, R. M.; HUNT, S. D. The commitment-trust theory of relationship marketing. Journal of Marketing, v. 58, p. 20-38, July 1994.

[35] OLIVER, R. L. Whence consumer loyalty?. Journal of Marketing, v. 63, p. 33-44, 1999.

[36] OLIVER, R. L.; SWAN, J. Consumer perceptions of interpersonal equity and satisfaction in transactions: a field survey approach. Journal of Marketing, v. 53, n. 2, p. 21-35, 1989.

[37] PING, R. A. The effect of satisfaction and structural constraints on retailing exiting, voice, loyalty opportunism and neglect. Journal of Retailing, v. 69, n. 3, p. 320-352, 1993.

[38] REICHHELD, F. F.; SASSER, W. E. Zero defections: quality comes to services. Harvard Business Review, v. 68, n. 5, p. 105-111, 1990.

[39] RINGBERG, T.; ODEKERKEN, G.; CHRISTENSEN, G. A cultural models approach to service recovery. Journal of Marketing, v. 71, n. 3, p. 194-211, 2007.

[40] SANTOS, C. P.; ROSSI, C. A. V. The impact of complaint handling on consumer's trust and loyalty in the context of relational services exchanges. In: EUROPEAN MARKETING ACADEMY CONFERENCE, 32., 2002. Glasgow. EMAC, 2002

[41] SINGH, J.; WILKES, R. E. When consumer complain: a path analysis of consumer complaint responses estimates. Journal of the Academy of Marketing Science, v. 24, n. 4, p. 350-365, 1996.

[42] SIRDESHMUKH, D.; SINGH, S.; SABOL, B. Consumer trust, value and loyalty in relational exchanges. Journal of Marketing, v. 66, n. 1, p. 1538, 2002.

[43] SLONGO, L. C; LIBERALI, G. (Org.) Marketing de relacionamento: estudos, cases e proposições de pesquisa. São Paulo: Atlas, 2004.

[44] SMITH, A. K.; BOLTON, R. N.; WAGNER, J. A model of customer satisfaction with service encounter involving failure and recovery. Journal of Marketing Research, v. 36, n. 3, p. 356-372, 1999.

[45] STEPHENS, N.; GWINNER, K. P. Why don't some people complain? a cognitive-emotive process model of consumer complaint behavior. Academy of Marketing Science, v. 26, n. 3, p. 172-189, 1998.

[46] TAX, S. S.; BROWN, S. W.; CHANDRASHEKARAN, M. Customer evaluations of service complaint experiences: implications for relationship marketing. Journal of Marketing, v. 62, n. 2, p. 60-76, 1998.

[47] THIBAUT, J.; WALKER, L. Procedural Justice: A Psychological Analysis. Hillsdale: Lawrence Erlbaum, 1975.

[48] ZEITHAML, V. A.; BERRY, L. L.; PARASURAMAN, A. The behavioral consequences of service quality. Journal of Marketing, v. 60, n. 2, p. 31- 46, 1996.

[49] WEBSTER, C.; SUNDARAM, D. S. Service consumption criticality in failure recovery. Journal of Business Research, v. 41, n. 2, p. 153-159, 1998.

[50] WESTBROOK, R. A. Product/consumption-based affective responses and postpurchase processes. Journal of Marketing Research, v. 24, n. 3, p. 258-270, 1987.

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A recuperação de serviços como ferramenta de relacionamento e seu impacto na confiança e lealdade dos clientes

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