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