Money does not buy happiness, but what about buying trust? The effectiveness of financial compensation in restoring trust after double deviation

Informações

Código: EMA419
Divisão: EMA - Encontro de Marketing da ANPAD
Tema de Interesse: Tema 06 - Marketing de Serviços, de Relacionamento e de Vendas

Autores

Valentina Ortiz Ubal (Prog de Pós-Grad em Admin/Esc de Admin – PPGA/EA/UFRGS - Universidade Federal do Rio Grande do Sul e Graduação em Administração (Professora)/UNIPAMPA - Universidade Federal do Pampa) valentinaortizubal@hotmail.com
Cristiane Pizzutti (Prog de Pós-Grad em Admin/Esc de Admin – PPGA/EA/UFRGS - Universidade Federal do Rio Grande do Sul) crispizzutti@gmail.com

Resumo

Literature shows that following an unsuccessful failure resolution (i.e. double deviation), a company could enhance consumer trust by applying psychological tactics such as apology and promise that the failure will not repeat in the future. Therefore, situations in which a financial compensation is effective to rebuild trust after a double deviation have been neglected by the marketing literature. The results of three experimental studies show that a financial compensation (immediate or delayed) could be more effective than non-financial recovery tactics (i.e., apology and promise) in trust restoration after double deviation when the initial failure causes a financial loss for the client; attribution of benevolence is the mechanism that explains this effect. When the initial failure does not refer to monetary losses, all three tactics had similar effects on trust recovery.

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