Valter Afonso Vieira

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...

Antecedents and Consequences of Market Orientation: a Brazilian Meta-Analysis and an International Mega-Analysis

Market orientation has emerged as a significant antecedent of organizational performance and is presumed to contribute to the long-term success of a firm. The growing number of academic studies on market orientation and the mixed findings they have reported complicate the efforts among managers and academics to identify the real antecedents and outcomes of this construct. We have conducted a Brazilian meta-analysis, aggregating a sample size of 4,537 in 27 papers. The findings suggest that the relationship between market orientation and business performance is positive and strong (r = .39). We have also conducted an international mega-analysis, aggregating a sample size of seven meta-analyses on market orientation. The results show that there is a positive, strong and consistent international relationship between market orientation and performance across countries (r = .33).

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.

Mensuração da qualidade de serviço no varejo eletrônico e seu impacto sobre as intenções comportamentais

The service quality construct has been thoroughly researched in the Marketing literature in terms of antecedents, consequents, and dimensions. However, research in electronic service quality lacks accomplishments, as do some definitions and dimensionality tests. In such a context, this paper analyzes the perceived service quality in the electronic retail and correlates it with three marketing constructs. The sample contains people who already had bought services in electronic retailing; a snow-ball survey sample with 515 people was conducted. Results demonstrate that service quality is represented by fulfillment, privacy, system available and efficiency. From the four service quality dimensions, the privacy factor had major impact on loyalty, commitment and trust. The other dimensions were also positively associated. kEYwORDS Service quality, retail, e-commerce, trust, loyalty. RESUMEN El constructo ‘calidad de servicios’ ha sido ampliamente investigado en la literatura de Marketing en términos de antecedentes, consecuentes, dimensiones y mensuraciones. No obstante, existe una carencia en la realización no solo de investigaciones sobre la calidad de los servicios en el comercio minorista electrónico, sino también sobre la definición y la dimensionalidad del constructo en ese ambiente. Por ello, el trabajo buscó comprender más a fondo el constructo calidad percibida en el comercio minorista electrónico. Específicamente, este artículo tuvo como objetivo principal verificar empíricamente la estructura de la e-SQ (e-calidad de servicio) en el comercio minorista electrónico brasileño. En términos de método, la muestra contenía solo personas que ya compraron productos/servicios en el comercio minorista electrónico, siendo configurada como una survey del tipo bola de nieve por conveniencia, totalizando 515 personas. PALABRAS CLAVE Calidad de servicio, comercio electrónico, comercio minorista, lealtad, confianza. Recebido em 18.12.2007. Aprovado em 05.02.2010 Avaliado pelo sistema double blind review. Editor Científico: Delane BotelhoThe service quality construct has been thoroughly researched in the Marketing literature in terms of antecedents, consequents, and dimensions. However, research in electronic service quality lacks accomplishments, as do some definitions and dimensionality tests. In such a context, this paper analyzes the perceived service quality in the electronic retail and correlates it with three marketing constructs. The sample contains people who already had bought services in electronic retailing; a snow-ball survey sample with 515 people was conducted. Results demonstrate that service quality is represented by fulfillment, privacy, system available and efficiency. From the four service quality dimensions, the privacy factor had major impact on loyalty, commitment and trust. The other dimensions were also positively associated.

Comprometimento e lealdade: dois conceitos ou duas dimensões de um único conceito? Uma resposta a Prado e Santos (2003)

Alguns pesquisadores utilizam os conceitos de lealdade e comprometimento como construtos distintos em seus modelos. Outros, como Prado e Santos (2003), argumentam que eles sao de fato um unico conceito. A literatura a respeito de tal distincao por vezes e confusa. Nesse contexto, este trabalho visa analisar a relacao entre comprometimento e lealdade no ambiente virtual, especificamente no processo de compra pela Internet. Os resultados indicaram que ambos os construtos convergem fortemente para um mesmo conceito. Adicionalmente, a validade discriminante sugerida por Fornell e Larcker (1981) foi realizada e os resultados demonstraram que nao existe distincao entre ambos os conceitos. Consideracoes finais e limitacoes da pesquisa finalizam o artigo.

Is the Need to Evaluate a Real Consumers' Need?

Evaluation is defined as the assessment of the positive and/or negative qualities of an object, which is assumed to be among the most pervasive and dominant human responses. Individuals constantly need to evaluate things, people, products and so forth. The main goal of this paper is to analyze the Need to Evaluate [NES] scale in Brazil. Specifically, the paper assesses its psychometric proprieties. From the evidence reported in the study, the validity of the NES scale is poor and its dimensionality questionable. The alpha value was above .70 in only one of the three dimensions. Furthermore, the outcomes did not suggest that the NES is a unidimensional scale, as originally constructed. Moreover, a formative (vs. reflexive) scale model presented the best adjustments from the concurrent models

The measurement of service quality in the electronic retail and its impact on behavioral intentions

The service quality construct has been thoroughly researched in the Marketing literature in terms of antecedents, consequents, and dimensions. However, research in electronic service quality lacks accomplishments, as do some definitions and dimensionality tests. In such a context, this paper analyzes the perceived service quality in the electronic retail and correlates it with three marketing constructs. The sample contains people who already had bought services in electronic retailing; a snow-ball survey sample with 515 people was conducted. Results demonstrate that service quality is represented by fulfillment, privacy, system available and efficiency. From the four service quality dimensions, the privacy factor had major impact on loyalty, commitment and trust. The other dimensions were also positively associated. kEYwORDS Service quality, retail, e-commerce, trust, loyalty. RESUMEN El constructo ‘calidad de servicios’ ha sido ampliamente investigado en la literatura de Marketing en términos de antecedentes, consecuentes, dimensiones y mensuraciones. No obstante, existe una carencia en la realización no solo de investigaciones sobre la calidad de los servicios en el comercio minorista electrónico, sino también sobre la definición y la dimensionalidad del constructo en ese ambiente. Por ello, el trabajo buscó comprender más a fondo el constructo calidad percibida en el comercio minorista electrónico. Específicamente, este artículo tuvo como objetivo principal verificar empíricamente la estructura de la e-SQ (e-calidad de servicio) en el comercio minorista electrónico brasileño. En términos de método, la muestra contenía solo personas que ya compraron productos/servicios en el comercio minorista electrónico, siendo configurada como una survey del tipo bola de nieve por conveniencia, totalizando 515 personas. PALABRAS CLAVE Calidad de servicio, comercio electrónico, comercio minorista, lealtad, confianza. Recebido em 18.12.2007. Aprovado em 05.02.2010 Avaliado pelo sistema double blind review. Editor Científico: Delane BotelhoThe service quality construct has been thoroughly researched in the Marketing literature in terms of antecedents, consequents, and dimensions. However, research in electronic service quality lacks accomplishments, as do some definitions and dimensionality tests. In such a context, this paper analyzes the perceived service quality in the electronic retail and correlates it with three marketing constructs. The sample contains people who already had bought services in electronic retailing; a snow-ball survey sample with 515 people was conducted. Results demonstrate that service quality is represented by fulfillment, privacy, system available and efficiency. From the four service quality dimensions, the privacy factor had major impact on loyalty, commitment and trust. The other dimensions were also positively associated.

O impacto da conexidade no comportamento do consumidor em relação aos programas de televisão

This paper analyzes the psychometric proprieties of the connectedness scale on consumer behavior. Consumers answered questions relating to television shows. Using exploratory, confirmatory, discriminant, convergent and nomological analyses, we found support for five dimensions out of the six initially proposed to reflect the scale. Furthermore, the results supported a positive relationship between connectedness and involvement, connectedness and hours watching TV and connectedness and brand community. Connectedness and social interaction were found to have a negative relationship.

As abordagens market-driven e market-driving de orientação para o mercado e inovação: proposição de um modelo integrado

Recent developments in the market orientation theory have been indicating for the reactive nature of the related strategies. It argues that the traditional approach, market-driven, is excessively determinism and of strong adaptative connotation in front of external atmosphere. That vision becomes complemented by a new perspective, market-driving, presupposing that the market structures and its behavior can be modeled by the organizations. However, this theory is still incipient in the construction of a reference model that can orientate future research using that strategy. This paper looks for fulfill this gap by presenting a theoretical model and some research propositions on the theme, based on intensive literature review. As conclusion, the model allows to analyze the antecedents of the market-driving strategy, review some actions to be implemented and verify correlated variables. The complementally nature of that approach is also verified in relation to the traditional posture of orientation. At the end, some academic and managerial implications as discussed, as well as, the agenda for future research.