Relevância de dois fatores na percepção de qualidade em SACs

Queiroz, Adele; Pretto, Fernando Natal de; Mirapalheta, Gustavo Corrêa

doi:10.1590/S0034-75901999000200004

Resumos

Este artigo defende a hipótese de que a qualidade percebida pelo consumidor no serviço prestado pelos Serviços de Atendimento ao Consumidor (SACs) no atendimento telefônico de reclamações é mais influenciada pela percepção da qualidade do atendimento do que pela resolução do problema que gerou a reclamação. O trabalho apresenta uma análise teórica dos processos que levam o consumidor à reclamação e os resultados de uma pesquisa de campo realizada para testar a hipótese proposta em uma empresa de grande porte do setor eletroeletrônico com operações no Brasil.

Reclamações; atendimento telefônico; SACs; qualidade percebida; comportamento do consumidor

This article analyses the quality perceived by the consumer in the customer services offered by SACs. It defends the hypothesis that the perceived quality is more influenced by the perception of the quality of the assistance itself than by the solution of the problem that caused the complaint. This text presents a theoretical analysis of the processes that drive the consumer to complain and the results of an empirical research conducted to test the hypothesis in a large company of the electric-electronic sector in Brazil.

Complaints; call centers; customer services; perceived quality; consumer behavior

ADMINISTRAÇÃO MERCADOLÓGICA

Relevância de dois fatores na percepção de qualidade em SACs

Adele Queiroz^I; Fernando Natal de Pretto^II; Gustavo Corrêa Mirapalheta^III

^IMestranda em Administração de Empresas pela EAESP/FGV. E-mail: adele@uol.com.br

^IIMestrando em Administração de Empresas pela EAESP/FGV

^IIIDoutorando em Administração de Empresas pela EAESP/FGV

RESUMO

Este artigo defende a hipótese de que a qualidade percebida pelo consumidor no serviço prestado pelos Serviços de Atendimento ao Consumidor (SACs) no atendimento telefônico de reclamações é mais influenciada pela percepção da qualidade do atendimento do que pela resolução do problema que gerou a reclamação. O trabalho apresenta uma análise teórica dos processos que levam o consumidor à reclamação e os resultados de uma pesquisa de campo realizada para testar a hipótese proposta em uma empresa de grande porte do setor eletroeletrônico com operações no Brasil.

Palavras-chave: Reclamações, atendimento telefônico, SACs, qualidade percebida, comportamento do consumidor.

ABSTRACT

This article analyses the quality perceived by the consumer in the customer services offered by SACs. It defends the hypothesis that the perceived quality is more influenced by the perception of the quality of the assistance itself than by the solution of the problem that caused the complaint. This text presents a theoretical analysis of the processes that drive the consumer to complain and the results of an empirical research conducted to test the hypothesis in a large company of the electric-electronic sector in Brazil.

Key words: Complaints, call centers, customer services, perceived quality, consumer behavior.

Texto completo disponível apenas em PDF.

Full text available only in PDF format.

NOTAS

Os autores gostariam de agradecer especialmente a colaboração do Prof. Rubens da Costa Santos.

1. "Voice, exit and negative word-of-mouth", no original em inglês.

2. Ver BAGOZZI, Richard P. A field investigation of causal relations among cognitions, affect, intentions, and behavior. Journal of Marketing Research, v.19, p.562-84, Nov. 1982 e LUTZ, Richard J. An experimental investigation of causal relations among cognitions, affect, and behavioral intentions. Journal of Consumer Research, v.3, n.4, p.197-208, Mar. 1977.

AAKER, David A., KUMAR, V., DAY, George S. Marketing research New York: John Wiley & Sons, 1995.
ACZELL, Amir D. Complete business statistics Boston, MA: Richard D. Irwin Inc., 1993.
ANDREASEN, Alan R. Consumer responses to dissatisfaction in loose monopolies. Journal of Consumer Research, v.12, Sept. 1985.
BAGOZZI, Richard P. A field investigation of causal relations among cognitions, affect, intentions, and behavior. Journal of Marketing Research, v.19, p.562-84, Nov. 1982.
DABHOLKAR, Pratibha A. Incorporating choice into an attitudinal framework: analysing models of mental comparison processes. Journal of Consumer Research, v.21, June 1994.
FISHBEIN, Martin, AJZEN, Icek. Belief, attitude, intention and behavior: an introduction to theory and research. MA: Addison- Wesley, 1975.
FOLKES, Valerie S. Consumer reactions to product failure: an attribuitional approach. Journal of Consumer Research, v.10, Mar. 1984.
HIRSCHMAN, Albert O. Exit, voice and loyalty: responses to decline in firms, organizations and states. Cambridge: Harvard University Press, 1970.
SHEPPARD, Blair H., HARTWICK, Jon, WARSHAW, Paul R. The theory of reasoned action: a meta-analysis of past research with recommendations for modifications and future research. Journal of Consumer Research, v.15, Dec. 1988.
SINGH, Jagdip, WILKES, Robert E. When customers complain: a path analysis of the key antecedents of consumer complaint responses estimates. Journal of the Academy of Marketing Science, v.24, n.4, p.350-65, 1996.

Datas de Publicação

Publicação nesta coleção
28 Set 2011
Data do Fascículo
Jun 1999

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

[1] AAKER, David A., KUMAR, V., DAY, George S. Marketing research New York: John Wiley & Sons, 1995.

[2] ACZELL, Amir D. Complete business statistics Boston, MA: Richard D. Irwin Inc., 1993.

[3] ANDREASEN, Alan R. Consumer responses to dissatisfaction in loose monopolies. Journal of Consumer Research, v.12, Sept. 1985.

[4] BAGOZZI, Richard P. A field investigation of causal relations among cognitions, affect, intentions, and behavior. Journal of Marketing Research, v.19, p.562-84, Nov. 1982.

[5] DABHOLKAR, Pratibha A. Incorporating choice into an attitudinal framework: analysing models of mental comparison processes. Journal of Consumer Research, v.21, June 1994.

[6] FISHBEIN, Martin, AJZEN, Icek. Belief, attitude, intention and behavior: an introduction to theory and research. MA: Addison- Wesley, 1975.

[7] FOLKES, Valerie S. Consumer reactions to product failure: an attribuitional approach. Journal of Consumer Research, v.10, Mar. 1984.

[8] HIRSCHMAN, Albert O. Exit, voice and loyalty: responses to decline in firms, organizations and states. Cambridge: Harvard University Press, 1970.

[9] SHEPPARD, Blair H., HARTWICK, Jon, WARSHAW, Paul R. The theory of reasoned action: a meta-analysis of past research with recommendations for modifications and future research. Journal of Consumer Research, v.15, Dec. 1988.

[10] SINGH, Jagdip, WILKES, Robert E. When customers complain: a path analysis of the key antecedents of consumer complaint responses estimates. Journal of the Academy of Marketing Science, v.24, n.4, p.350-65, 1996.