Ricardo Teixeira Veiga

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...

As dimensões múltiplas do comprometimento organizacional: um estudo na ECT/MG

The Human Resource Management - HRM, in fact, tries to influence the commitment in the workplace, and this attachment may assume multiple means, that are examined here as the links that workers have been established between the various forms of commitment and organizational behavior. So, the main purpose of this paper is to test the Meyer and Allen (1984, 1991, 1997) three-component model in a public company of Brazil, looking over how it could appear in that context. At the end of this research some other patterns of commitment in the workplace were discovered, showing a new perspective in organizational researches.

Relationship marketing in supply chain: an empirical analysis in the Brazilian service sector

Purpose – The purpose of this paper is to extend the scope of relationship marketing research in a service and developing market context. This is achieved through the development and testing of a theoretical model including antecedents (quality, opportunistic behavior and switching cost), mediators (satisfaction, trust and commitment) and consequences (propensity to maintain, cooperation and communication).Design/methodology/approach – The study comprises data collected from a range of service firms in a national survey conducted in a Brazilian service provider. The authors sent a cover letter, accompanied by an electronic questionnaire, to suppliers of a tourism company. Confirmatory factor analysis and partial least squares were used to test the model.Findings – The results show that trust and commitment have strong effects on the final outcome variables of propensity to maintain, cooperation and communication. Trust mediated two of the antecedents, i.e. transaction quality and opportunistic behavior. C...

Behavioural responses to service encounter involving failure and recovery: the influence of contextual factors

This study investigates two features of customer satisfaction within the context of service failure and recovery: (i) the effect of perceived justice on customer satisfaction and (ii) the effect of customer satisfaction on repurchase intentions, negative word-of-mouth, and intention to complain. The study takes into account the influence of important contextual factors, including severity of failure, recovery responsiveness, attitude toward complaining, switching cost, and the relationship level. Based on a survey of 556 customers with complaints in Brazil, the results supported the influence of perceived justice on satisfaction and of satisfaction on behavioural responses. Specifically, findings revealed that perceived failure severity, attitude toward complaining, and switching costs were the more relevant contextual factors, as these were significantly associated with satisfaction, intention to complain, and negative word-of-mouth.

PERSONALIDADE E CONSUMO ECOLOGICAMENTE CONSCIENTE

Adotando-se como moldura teorica o Modelo Meta-teorico de Motivacao e Personalidade (MOWEN, 2000), investigou-se a relacao entre personalidade e consumo ecologicamente consciente. Por meio de um levantamento com uma amostra de 735 pessoas, obteve-se razoavel sustentacao empirica para um modelo em que os tracos de personalidade explicam percentual consideravel da variância do consumo ecologicamente consciente (R2 = 33%), interpretado como traco superficial da personalidade do consumidor. No modelo estimado, construtos relacionados ao cuidado com problemas ambientais sao interpretados como tracos situacionais, que remetem a tracos mais profundos de personalidade. O significado dos resultados e avaliado conforme seu potencial em sustentar intervencoes educacionais para promover o comportamento ecologicamente consciente.

Antecedentes da intenção de consumo de cosméticos ecológicos

A survey, based on Theory of Planned Behavior (AJZEN, 1985), was applied to two samples – one of an environmental association members (N = 54) and another with scholars of a masters’ school (N = 40). This paper studied the behavioral antecedents of intention to use ecological cosmetics and this industry’s policies related to environmental protection. Despite the exploratory profile of this research, results seem to support TPB on comprehension of attitudinal and cognition constructs that explain the target behavior. As a result, an intervention plan was suggested in order to increase intentions to consume ecological cosmetics. However, it’s necessary to collect more data to examine theoretical aspects like relationship between beliefs and attitudes, and to evaluate more accurately if the theory needs to be extended.

How to deal with negative publicity: the importance of consumer involvement

Negative information about companies can have a harmful effect on consumer perceptions. However, few studies investigate how consumers process negative publicity and how companies should react to it. In order to examine this question, two experiments were carried out: first, a laboratory experiment which tests how consumers process two different types of negative publicity (product attributes or company values); second, a field experiment comparing three different responses (no answer, denial/reduction of offensiveness and corrective action) given by the company affected by the negative publicity. Results from the first study confirm the detrimental effect of negative publicity on consumer attitudes, indicate that consumers have a higher level of involvement with the message when it is concerned with the companys values and suggest a moderating role of the product involvement on the influence of negative information on corporate image. The second study extends these findings by identifying different options for company reactions from literature and testing them empirically. Results suggest again the involvement variable as a moderator, now on the influence of company reaction on product image

Um estudo sobre a satisfação do consumidor esportivo que frequenta estádios de futebol em Belo Horizonte

The sport has been positioned as an important industry in the world economy. It is believed that the promotion of relevant sporting events that are scheduled to happen in Brazil, like the FIFA World Cup 2014, will provide a most significant development of this sector. Considering this fact, this research aims to understand the reasons that lead consumers to attend football stadiums, listing factors that may contribute to their greater satisfaction. For data collection three focus groups were held in Belo Horizonte-MG. As a result, it was found that the main reasons that lead the fans to attend the stadiums are: team preference; the importance of the match; social gatherings; accessibility to the tickets, and security assurance. Furthermore, it was possible to identify factors that contribute to satisfaction: outcome of the match be favorable to team preference; entertainment events; better services, fast and safe transport, and comfort of the stadium.

Como entender a vaidade feminina utilizando a autoestima e a personalidade

The article seeks to understand the relationship between self-esteem and personality traits in feminine vanity and how these associations may influence propensity to undergo into cosmetic surgery. The subject has been studied using the 3M model (Mowen, 2000). The research is based on a survey of 697 students in a Brazilian Federal university, aged between 18 and 50 years old. Vanity was operationalized by two traits: vanity concern (an exaggerated concern about physical appearance), and vanity view (an excessively positive evaluation of one’s own appearance). The main finding indicate that a greater creativity, extroversion, kindness and need of body resources, is related to greater self-esteem, and also that the greater their self-esteem, the less vanity concern and the greater the vanity view. Women who are materialistic and have a greater need to body resources are more excessively concerned with their appearance. The need of body resources is also positively related to vanity view. The influence of self-esteem in the propensity to plastic surgery was noticed by means of vanity concern.The article seeks to understand the relationship between self-esteem and personality traits in feminine vanity and how these associations may influence propensity to undergo into cosmetic surgery. The subject has been studied using the 3M model (Mowen, 2000). The research is based on a survey of 697 students in a Brazilian Federal university, aged between 18 and 50 years old. Vanity was operationalized by two traits: vanity concern (an exaggerated concern about physical appearance), and vanity view (an excessively positive evaluation of one’s own appearance). The main finding indicate that a greater creativity, extroversion, kindness and need of body resources, is related to greater self-esteem, and also that the greater their self-esteem, the less vanity concern and the greater the vanity view. Women who are materialistic and have a greater need to body resources are more excessively concerned with their appearance. The need of body resources is also positively related to vanity view. The influence of self-esteem in the propensity to plastic surgery was noticed by means of vanity concern.

Previsão de comportamentos de consumo usando a personalidade

O relacionamento entre personalidade e consumo nao tem sido plenamente investigado na disciplina Comportamento do Consumidor, uma vez que estudos anteriores indicaram que a personalidade nao e util para prever habitos de consumo. Desafiando esse pressuposto, Mowen (2000) propoe o Modelo 3M, que presume que a personalidade pode ser usada para prever comportamentos de maneira eficiente. Este estudo empregou esse modelo para investigar a participacao em esportes e habitos de moda de 863 estudantes de uma capital brasileira, demonstrando confiabilidade e validade moderadas das escalas adaptadas e relevando suporte para as hipoteses basicas de pesquisa. Tracos compostos e situacionais tambem tiveram efeitos significativos sobre os tracos de nivel mais elevado, confirmando as hipoteses de pesquisa e sustentando a ideia de organizacao hierarquica da personalidade. De um modo geral, os modelos teoricos concebidos para explicar os habitos de moda e participacao em esportes, como tracos superficiais de personalidade, conseguiram explicar em media 68% da variância desses construtos.