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Matos, Celso Augusto de; Garrido, Ivan Lapuente; D’Ávila, Lívia Castro; Calixto, Cyntia Vilasboas (2012)
Languages: Portuguese
Types: Article
Subjects: Falha de serviços, Recuperação, Cross-cultural, Survey, Service failure, Recovery
Apesar das pesquisas sobre falhas e recuperação de serviços, há poucos estudos investigando o efeito de diferenças culturais. Com base na revisão da literatura, foi proposto um modelo teórico, testado em dados de uma survey realizada junto a 260 consumidores do Brasil e EUA. Os resultados mostraram que a dimensão interpessoal da justiça percebida foi a mais importante para explicar a satisfação do consumidor, que por sua vez influenciou mais fortemente a intenção de reclamar junto a amigos, de tentar punir a empresa e de reclamar junto a órgãos reguladores. Por fim, os valores culturais não apresentaram efeitos moderadores significativos. Despite the large number of studies about service recovery, there is a scarcity of cross-cultural analyses in this context. Based on a literature review, a theoretical model was proposed and tested with data from a survey with 260 Brazilian and American consumers. Results showed that the interpersonal justice was the most important justice dimension to explain the consumer satisfaction, which consequently influenced the customers’ complaint intentions, including complaining to friends/relatives (voice response) and to a regulatory agency (third-party response) and intentions to punish the company. However, cultural values were not a significant moderator in this study.
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