Complaint Management, Switching Intention and Customer Defection: Study in Brazilian Fitness Centers

Informações

Código: EMA137
Divisão: EMA - Encontro de Marketing da ANPAD
Tema de Interesse: Tema 06 - Marketing de Serviços, de Relacionamento e de Vendas

Autores

Marco Tulio Campos Pimenta (Prog de Mestr e Dout em Admin da FACE/FUMEC - Universidade FUMEC) mtcpimenta@me.com
José Marcos Carvalho de Mesquita (Prog de Mestr e Dout em Admin da FACE/FUMEC - Universidade FUMEC) jose.mesquita@fumec.br
André Torres Urdan (Prog de Pós-Grad em Admin/Mestr e Dout Acadêmico - PPGA/UNINOVE - Universidade Nove de Julho) andre.urdan@gmail.com

Resumo

Even though failures are frequent in services, the absence of an adequate response can lead to more harm than the failure itself. Consumer satisfaction with recovery is an affective psychological response, based on subjective assessments, which relate to how consumer perceived the organization performance in resolving a failure. Fail severity is another factor that determine satisfaction with service recovery. Therefore, the questions that guide the research are: 1) what is the influence of complaint management satisfaction and failure severity on consumers’ switching intentions? 2) What are the main drivers of customers exit after a complaint? To the model testing, a questionnaire, containing questions about complaint management and fail severity, was delivered personally to 1,500 clients, from 38 gyms, located in six Brazilian States. By the results, we identified the positive effect of justice on satisfaction with complaint, and the negative influence of satisfaction with complaint on switching intention and defection.

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