Percepção de justiça na recuperação de falha em serviço e sua relação com a satisfação de clientes: um estudo no setor de bares e restaurantes

Abstract

Keeping consumers interested in returning to the company and keeping them loyal has been a challenge for entrepreneurs. When it comes to service provision, the expectation created by the consumer about the service he will receive can lead to frustrations, which are seen as failures. These may go through a failure recovery process, in an attempt to regain consumer confidence. To this end, this research aims to define mechanisms that are most effective in regaining consumer confidence due to the occurrence of failure (s) in a product / service. To this end, the method adopted can be defined as a descriptive research, of an applied nature, with a quantitative approach, using procedures such as field research and survey, with a cross-sectional temporality. The universe of the research was defined as being companies in the branch of bars and restaurants in Canela / RS, as well as consumers, with a sample of 151 respondents (consumers). For data collection, a questionnaire was prepared with open and closed questions and a validated scale was used on the dimensions of justice (five-point Likert). For the treatment of the data, it was decided to use the cross tabulation, since it allows associations between the research variables. The results show that companies use the apology, financial compensation and replacement of the request as mechanisms to recover from failures. It was also possible to show that the perception of justice contributes to trust, measured by the propensity to return to the establishment and indicate it to third parties. [resumo fornecido pelo autor]