O Impacto do gerenciamento de reclamações na confiança e na lealdade do consumidor

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DOI: https://doi.org/10.1590/S1415-65552002000200005
Keywords:
complaint handling, fairness, consumer trust, consumer loyalty, relational exchanges

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Cristiane Pizzutti dos Santos
Universidade Federal do Rio Grande do Sul
Carlos Alberto Vargas Rossi
Universidade de São Paulo

Abstract

The main objective of this paper is to investigate the impact of the complaint handling process on the consumer trust and loyalty in the relational services context. In order to do that, a theoretical model was developed and tested. Such a model portrays the interrelationships between complaint encounter-specific evaluations and relational constructs. Thus, this study encompasses three important research streams: justice theory, complaint handling processes and trust studies. The findings, obtained by Structural Equation Modeling, confirm 10 out of 12 hypothesis stemmed from the proposed framework. More specifically, the findings indicate that distributive, procedural and interactional justice perceptions significantly affect the consumer's global justice perceptions and satisfaction with the complaint handling. Post-complaint consumer trust is directly influenced by the final satisfaction level and by the consumer previous experiences with the company. Finally, the consumer's trust and relational value affect his/her loyalty level.

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How to Cite
Santos, C. P. dos, & Rossi, C. A. V. (1). O Impacto do gerenciamento de reclamações na confiança e na lealdade do consumidor. Journal of Contemporary Administration, 6(2), 49-73. https://doi.org/10.1590/S1415-65552002000200005
Issue
Vol. 6 No. 2 (2002): May/Aug - 2002
Section
Articles

Since mid-February of 2023, the authors retain the copyright relating to their article and grant the journal RAC, from ANPAD, the right of first publication, with the work simultaneously licensed under the Creative Commons Attribution 4.0 International license (CC BY 4.0), as stated in the article’s PDF document. This license provides that the article published can be shared (allows you to copy and redistribute the material in any medium or format) and adapted (allows you to remix, transform, and create from the material for any purpose, even commercial) by anyone.

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Author Biographies

Cristiane Pizzutti dos Santos, Universidade Federal do Rio Grande do Sul

Doutora em Marketing pela Universidade Federal do Rio Grande do Sul. Professora do Curso de Comunicação Social da Universidade Federal de Santa Maria. Suas áreas de interesse em pesquisa são comportamento do consumidor, comunicação em marketing.

Carlos Alberto Vargas Rossi, Universidade de São Paulo

Doutor em Marketing pela Universidade de São Paulo. Professor da Escola de Administração da Universidade Federal do Rio Grande do Sul. Suas áreas de interesse em pesquisa são comportamento do consumidor, marketing estratégico.