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Abstract(s)
Num período em que a satisfação de cliente é um tema mais crucial no cerne de qualquer empresa, este estudo vem dar resposta à questão de como converter clientes menos satisfeitos em verdadeiros evangelizadores da marca. Este estudo tem por objetivo descobrir quais os atributos de uma resposta a uma falha que mais impactam satisfação e, consequente, intenção de recomendar a empresa. Através de um estudo experimental, foi possível concluir que uma resposta adequada deve ser aquela que, proactivamente, demonstra empatia, celeridade na resposta e, ainda, inclui uma oferta, em forma de compensação, aos clientes. Este último atributo parece suplantar todos os outros em termos de impacto para a satisfação e intenção de recomendar da população portuguesa. Este estudo traz importantes contribuições para todas as empresas a operar no mercado português, nomeadamente aquelas que atuam em mercados particularmente competitivos, na medida em que esclarece as administrações sobre a melhor alocação de recursos na definição de um serviço de apoio ao cliente.
In a period when customer satisfaction is a more crucial issue at the heart of any company, this study answers the question of how to convert less satisfied customers into true evangelists of the brand. This study aims to discover which attributes of a response to a failure most impact satisfaction and, consequently, intention to recommend the company. Through an experimental study, it was possible to conclude that an adequate response must be one that, proactively, demonstrates empathy, gives a fast response and also includes an offer, in the form of compensation, to customers. This last attribute seems to supplant all the others in terms of impact in satisfaction and intention to recommend for the portuguese population. This study brings important contributions to all companies operating in the portuguese market, namely those that operate in particularly competitive markets, as it clarifies management boards about the best allocation of resources in the definition of a customer support service.
In a period when customer satisfaction is a more crucial issue at the heart of any company, this study answers the question of how to convert less satisfied customers into true evangelists of the brand. This study aims to discover which attributes of a response to a failure most impact satisfaction and, consequently, intention to recommend the company. Through an experimental study, it was possible to conclude that an adequate response must be one that, proactively, demonstrates empathy, gives a fast response and also includes an offer, in the form of compensation, to customers. This last attribute seems to supplant all the others in terms of impact in satisfaction and intention to recommend for the portuguese population. This study brings important contributions to all companies operating in the portuguese market, namely those that operate in particularly competitive markets, as it clarifies management boards about the best allocation of resources in the definition of a customer support service.
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Keywords
Satisfação de cliente Intenção de recomendar Resposta a falhas de serviço Paradoxo de recuperação de serviço Teoria da justiça Atributos de resposta Customer satisfaction Intention to recommend Response to service failures Service recovery paradox Justice theory Response attributes