RECUPERAÇÃO DE SERVIÇOS: Estudo da justiça percebida no e-commerce do mercado para Pets

Sandra Maria da Silva, Camila Ananias Cardoso, Diego Misael da Silva Motta

Resumo


O consumidor dos canais de e-commerce está mais bem informado, atento e consciente em sua experiência de compras, aumentando suas exigências em relação às empresas. Nesse contexto, é impossível para as organizações garantir a excelência na prestação dos serviços em todas a jornadas de compras. Dado que as falhas são parte crítica da experiência do cliente, os varejistas precisam desenvolver estratégias de recuperação e retenção, com o objetivo de manter a satisfação, fidelidade e a confiança do consumidor.  Aplicando a Técnica do Incidente Crítico (TIC), este estudo tem por objetivo identificar as dimensões de justiça percebida mais relevantes no processo de recuperação de falhas de serviço de clientes do e-commerce do segmento para Pets, relacionando-os com o nível de satisfação com a tratativa do problema, a intenção de recompra e o tempo de resposta da empresa. Foi possível identificar maior relevância da justiça processual e interacional na satisfação e intenção de recompra, enquanto a justiça distributiva se mostrou menos relevante. Clientes deste segmento apresentam alto envolvimento emocional com a experiência de compras, privilegiando um contato ágil e empático da empresa. A identificação desses fatores poderá colaborar para as empresas do segmento de varejo para Pets conduzirem as estratégias de recuperação de serviços para os aspectos determinantes da satisfação e lealdade do consumidor. 


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