Carlos Alberto Vargas Rossi

Consumer reaction to service failure and recovery: the moderating role of attitude toward complaining

Purpose – The paper seeks to investigate, in a context of service failure and recovery, how consumer satisfaction is affected by problem severity and company responsiveness, how satisfaction influences repatronage intentions, word‐of‐mouth, and complaint intentions, and how consumer attitude toward complaining (ATC) moderates these relationships.Design/methodology/approach – An integrated model is proposed, following recent developments in the service recovery literature. This model is tested using data from a survey with 204 complaining customers.Findings – Service recovery affected satisfaction more strongly for consumers with high ATC, indicating a moderating role of ATC. This moderator was also supported in the link between satisfaction and complaining intentions. Also, failure severity and perceived justice influenced satisfaction, which affected repurchase intentions, word‐of‐mouth, and complaining intentions.Practical implications – Service managers should consider the differences between customers...

Consumer Reaction to Product Recalls: Factors Influencing Product Judgement and Behavioural Intentions

In order to evaluate the factors influencing consumers’ responses to product recalls, two surveys were conducted among Brazilian automobile owners and two regression models tested. Results indicated that (i) product judgement was significantly affected by corporate social responsibility (CSR), blame attributed to the company and whether or not consumers had a car made by the brand considered; and (ii) behavioural intentions were significantly affected by CSR, consumers’ involvement with the message, perceived danger, product judgement and whether or not consumers had a car made by the brand considered. Findings revealed, however, that CSR is a better predictor of the product judgement than of the behavioural intentions, in accordance with recent studies indicating that CSR affects consumer judgements and behaviour differently. Finally, these two models are discussed and compared with previous research.

How consumers persuade each other: rhetorical strategies of interpersonal influence in online communities

Abstract Persuasive messages are central to interpersonal influence in online communities, where consumers interact mainly through text. We employed a combination of netnography and computer-mediated discourse analysis to investigate how consumers exchange information related to products and brands in an online community. We identified a set of rhetorical strategies used by community members, including setting expectations , claiming expertise , prescribing , and celebrating acquiescence . Consumers employ these rhetorical strategies to influence each others consumption decisions, report consumption decisions back to the community, and to gauge their influence on each others choices. We compare this process to traditional types of interpersonal influence and discuss how our findings contribute to advancing the burgeoning literature on interpersonal influence in online contexts. Key words : consumer decision; interpersonal influence; online communities.

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

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 consumers 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 consumers trust and relational value affect his/her loyalty level.

“One Less Car” The Collective Initiative Toward Sustainability

This article examines a counter-hegemonic movement in a developing economy and its participants’ meanings, beliefs, and practices related to consumer resistance and sustainable consumption. The authors first discuss how participants share meanings connected to urban mobility, the intrinsic connection of objects such as bicycles to their identities, and the symbolic nature of these objects. The authors then discuss the participants’ beliefs regarding ideologies of consumption and consumerism as well as their political and social demands and criticism. Finally, their consumption habits are examined and explained at the individual and collective levels. Sustainability is the main influence on their cycling activities and is symbolized in the bicycle as an object. The hedonic side of sustainable consumption is expressed in their shared practices, and their actions are already affecting the city’s policy-making and sustainability initiatives.

Fórum - conhecimento científico em marketing no brasil: perspectivas para o desenvolvimento da pesquisa e da teoria

10 • ©RAE • VOL. 46 • No4 “Tudo o que o homem sabe e quase nada comparado com o que falta saber.” A frase e do livro O discurso do metodo, de Descartes, escrito em 1637. Livro de poucas paginas, permitiu ao seu autor ser lembrado como o primeiro fi losofo moderno e um dos primeiros cientistas modernos. Descartes conduziu o leitor para alem da trindade ateniense e dos escolasticos, ensejando a pratica da inteligencia individual e, por conseguinte, das rotas autodeterminadas. O exercicio do Marketing academico no Brasil vive uma passagem nesta primeira decada do seculo XXI. Pelas maos de seus professores e pesquisadores, demonstrou ao longo dos anos sua incansavel capacidade de produzir artigos, livros, dissertacoes e teses. A producao ja e volumosa e continua a surgir, oferecendo-se caudalosamente nos EnAnpads e EMAs, alem de persistentemente pedir passagem nas nossas revistas gerais de Administracao, o que, por singela deducao, evidencia que uma revista de Marketing academico tambem esta a pedir passagem no Brasil. A qualidade do conteudo produzido avanca proporcionalmente a quantidade, tanto em teoria quanto em metodo. Ha alinhamento com o desenvolvimento das fronteiras da disciplina, e nossos trabalhos veem-se incluidos em reputados congressos e, paulatinamente, periodicos internacionais. O que faltaria, contudo? Por que vivemos uma passagem? A lacuna se localiza na autodeterminacao de nossa FORUM – CONHECIMENTO CIENTIFICO EM MARKETING NO BRASIL: PERSPECTIVAS PARA O DESENVOLVIMENTO DA PESQUISA E DA TEORIA

NOSTALGIA, ANTICONSUMO SIMBÓLICO E BEM-ESTAR: A AGRICULTURA URBANA

The establishment of a global consumption culture had as a consequence a growing concern with the impact of consumption practices on the environment, as well as on the general and personal well-being. In this context emerges the urban agriculture (UA) associated to environmental, social and health benefits (SLATER, 2001). The objective of this study is to understand the meaning of the UA phenomenon as a consumption practice, identifying which theories are related to it. In order to reach that goal, a qualitative research used as data collection in-depth interviews. The subjects were experts and practitioners in UA living in 9 neighborhoods in urban areas of a Brazilian city with a population bigger than 1 million inhabitants. Results showed double motivation for the UA practice, extrinsic (example) and intrinsic (well-being), linking the UA to environmental concerns, to health and well-being, and the respect and pride for a nostalgic cultural heritage.

Nostalgia, symbolic anticonsumption and well-being: urban agriculture

The establishment of a global consumption culture had as a consequence a growing concern with the impact of consumption practices on the environment, as well as on the general and personal well-being. In this context emerges the urban agriculture (UA) associated to environmental, social and health benefits (SLATER, 2001). The objective of this study is to understand the meaning of the UA phenomenon as a consumption practice, identifying which theories are related to it. In order to reach that goal, a qualitative research used as data collection in-depth interviews. The subjects were experts and practitioners in UA living in 9 neighborhoods in urban areas of a Brazilian city with a population bigger than 1 million inhabitants. Results showed double motivation for the UA practice, extrinsic (example) and intrinsic (well-being), linking the UA to environmental concerns, to health and well-being, and the respect and pride for a nostalgic cultural heritage.

ANTECEDENTES DA LEALDADE: UM ESTUDO LONGITUDINAL

Este trabalho aprofunda o conhecimento a respeito do construto de lealdade, avaliando as relacoes entre a confianca e o valor percebido e seu papel como antecedente da lealdade ao longo do tempo, em tres diferentes situacoes de consumo: cerveja, posto de gasolina e supermercado. As analises foram realizadas atraves do teste de um modelo teorico, com o uso de modelagem em equacoes estruturais, a partir de amostras pareadas de consumidores em dois momentos no tempo, separados por um periodo de sete meses. Os resultados encontrados apontam para a estabilidade de ajustamento do modelo, tanto transversal quanto longitudinalmente. A verificacao da intensidade das relacoes modeladas revelou algumas diferencas entre os produtos, especialmente no caso da cerveja, onde a percepcao anterior de valor nao apresentou impacto significativo na lealdade posterior. A partir destes resultados, sao analisadas implicacoes academicas e gerenciais do estudo.

Fanatical women and soccer: an exploratory study

Fandom studies have strong impact on the consumer behaviour research stream, mostly for their widening role in understanding different society branches. However, there are not many fandom studies throughout scientific production with the target on relegated groups, such as women fanatic for sports. Thus, this article aims to explore and broaden the already existing knowledge about female soccer fans in Brazil. It was possible to explore their perceptions, stories and experiences through in-depth interviews made with fans of two famous Brazilian rival soccer teams (Sport Club Internacional and Grêmio Foot-ball Porto Alegrense). As a result, some of the highlighted themes on this research were: the club/team identification, the religious nature of soccer cheering through intricate rituals, the sports and related objects consumption, and finally, the soccer’s strong mediating role in relationships.