Empoderamento e satisfação na recuperação dos serviços: os efeitos da compensação e do Lócus de Controle do Cliente
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Citações na Scopus
Tipo de produção
Dissertação
Data
2016
Autores
Féres, W. L.
Orientador
Santos, Juliana Bonomi
Periódico
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ISSN da Revista
Título de Volume
Citação
FÉRES, W. L. Empoderamento e satisfação na recuperação dos serviços: os efeitos da compensação e do Lócus de Controle do Cliente. 2016. 110 f. Dissertação (Mestrado em Administração de Empresas) - Centro Universitário FEI, São Paulo, 2016 Disponível em: <https://doi.org/10.31414/ADM.2016.D.128301>. Acesso em: 1 ago. 2018.
Texto completo (DOI)
Palavras-chave
Satisfação do consumidor,Recuperação do serviço,Empoderamento,Lócus de Controle em Serviços (LOCS),Compensação
Resumo
Dada a presença do cliente na experiência de serviço, a ocorrência de falhas é natural e inevitável. Todavia, caso ocorram falhas, os clientes não podem sair insatisfeitos dessa experiência. A Recuperação do Serviço (RS) auxilia nesse sentido, pois em caso de falha, ela tem o papel de satisfazer o cliente que sofreu com esse problema. Esta pesquisa propõe que o empoderamento dos funcionários de atendimento pode aumentar esses níveis de satisfação, pois essa estratégia permite que os clientes tenham seus problemas resolvidos com velocidade e eficiência. Contudo, esses fatores serão percebidos pelo cliente, que como ator humano avalia esses atributos psicologicamente, através do Lócus de Controle em Serviços (LOCS). Esse conceito trata da forma como o cliente percebe o controle que ele detém dos resultados ou da qualidade do serviço que consome. Em casos onde ele acredita que o serviço ocorreu bem ou mal por responsabilidade da empresa, esse cliente tem LOCS externo. Este trabalho pretende verificar se o empoderamento dos funcionários pode influenciar positivamente a satisfação dos clientes com a RS e como o LOCS externo interfere nessa relação. Para exame empírico dessa questão, foi utilizada uma metodologia combinada. Primeiramente um survey com problemas reais em serviços bancários e depois um experimento com serviços de entrega de compras online. Os resultados mostraram que o empoderamento influencia a satisfação com a RS e que o LOCS externo realmente modera essa relação, pois clientes com LOCS externo baixo não percebem o empoderamento, já os clientes com LOCS externo alto percebem o empoderamento e consequentemente têm maior satisfação com a RS. Outro resultado interessante é o fato de que a combinação de empoderamento e compensação vs. apenas o empoderamento não proporciona diferenças significativas quanto a satisfação dos clientes com a RS. Em termos acadêmicos essa pesquisa contribui com um modelo integrador das perspectivas da RS (Marketing, Operações e Gestão/RH), valida a importância do empoderamento em serviços e o uso de mais de um método e tipo de serviço em pesquisas sobre RS. Sob o prisma prático, mostra que a maioria dos clientes não quer ser compensada, muitas vezes deseja apenas ter o seu problema resolvido de forma rápida e eficiente. Empresas que controlam esses atributos podem ter clientes satisfeitos, leais e que cooperam com o aperfeiçoamento dos serviços.
Given the customer’s presence in service experience, the occurrence of failures is natural and inevitable. However, if happen failures, customers cannot leave dissatisfied this experience. The Service Recovery (SR) to help in this line, because in case of failures it has the role to satisfy consumer who suffered with this problem. This research suggests that the empowerment of service employees, can increase these levels of satisfaction, because this strategy allows customers to have their problems resolved with quickly and efficiently. But, these factors will be perceived by the customer, which a human actor evaluates these psychological attributes through the Service Locus of Control (SLOC). This concept addresses how the consumer perceives the control he holds of the results or service quality that he consumes. In cases where he believes that the service was good or bad by responsibility of the organization, this client has external SLOC. This study aims to verify that the empowerment of service employees can positively influence customer satisfaction with SR, and how the external SLOC influences this relation. For empirical examination of this question, combined methodology was utilized. First, a survey with real problems in services banking and after, an experiment with delivery services of online shopping. The results showed that the empowerment influences satisfaction with SR and that external SLOC really moderates this relationship, because the clients with low external LOCS do not realize empowerment, but to clients with high external LOCS perceives empowerment and consequently have greater satisfaction with SR. Another interesting result, is the fact that the combination of empowerment and compensation vs. just empowerment does not provide significant differences in clients satisfaction with SR. As an academic contribution, this research propose a integrate model of SR perspectives (Marketing, Operations and Management/HR), validates the importance of empowerment in services and the use of more than one method and type of service in SR researches. In relation the practice aspect, this work to show that the most of consumers doesn’t want to be compensated, in most of times they desire only that the problem to be resolved with quickly and efficiently. Organizations that control these attributes can have satisfied customers, loyal and that contribute with the service improvement.
Given the customer’s presence in service experience, the occurrence of failures is natural and inevitable. However, if happen failures, customers cannot leave dissatisfied this experience. The Service Recovery (SR) to help in this line, because in case of failures it has the role to satisfy consumer who suffered with this problem. This research suggests that the empowerment of service employees, can increase these levels of satisfaction, because this strategy allows customers to have their problems resolved with quickly and efficiently. But, these factors will be perceived by the customer, which a human actor evaluates these psychological attributes through the Service Locus of Control (SLOC). This concept addresses how the consumer perceives the control he holds of the results or service quality that he consumes. In cases where he believes that the service was good or bad by responsibility of the organization, this client has external SLOC. This study aims to verify that the empowerment of service employees can positively influence customer satisfaction with SR, and how the external SLOC influences this relation. For empirical examination of this question, combined methodology was utilized. First, a survey with real problems in services banking and after, an experiment with delivery services of online shopping. The results showed that the empowerment influences satisfaction with SR and that external SLOC really moderates this relationship, because the clients with low external LOCS do not realize empowerment, but to clients with high external LOCS perceives empowerment and consequently have greater satisfaction with SR. Another interesting result, is the fact that the combination of empowerment and compensation vs. just empowerment does not provide significant differences in clients satisfaction with SR. As an academic contribution, this research propose a integrate model of SR perspectives (Marketing, Operations and Management/HR), validates the importance of empowerment in services and the use of more than one method and type of service in SR researches. In relation the practice aspect, this work to show that the most of consumers doesn’t want to be compensated, in most of times they desire only that the problem to be resolved with quickly and efficiently. Organizations that control these attributes can have satisfied customers, loyal and that contribute with the service improvement.