Impacto do custo de mudanÃa na relaÃÃo satisfaÃÃo-lealdade apÃs o gerenciamento de reclamaÃÃes: estudo de caso em uma empresa de telecomunicaÃÃes

AUTOR(ES)
DATA DE PUBLICAÇÃO

2006

RESUMO

In services, to be a successful company, itâs crucial to guarantee customerâs loyalty. Considering that failures are inevitable, the capacity of managing the customerâs complaints becomes strategic for those companies. In cell phones industry, itâs observed that one of the tools used to retain and maintain customers loyal are the monetary switching costs created, called carÃncia contratual. The main objective of this dissertation is to evaluate the influence of monetary switching costs in customerâs repurchase intention and in its relation with satisfaction after a complaint management process. The case of Claro/NE was analyzed using a survey with 496 claimers in March, 2006. Were evaluated the relations between perceived justices dimensions, satisfaction, presence of monetary switching costs, prior experiences and customerâs repurchase intention. The results, obtained using a logistic regression, supported 4 of the 7 hypotheses proposed. Moreover was observed that, in exception of the interactional dimension, the justice perceptions influenced the satisfaction and satisfaction influenced repurchase intention. Although prior experiences have shown a moderator effect in satisfaction-repurchase intention relation, the hypotheses related to the influences of the monetary switching costs in the framework analyzed were not supported

ASSUNTO(S)

custos de mudanÃa gerenciamento de reclamaÃÃes satisfaction satisfaÃÃo switching costs complaint management administracao

ACESSO AO ARTIGO

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