Influência da recuperação de falhas na percepção sobre qualidade, satisfação e lealdade de clientes bancários
DOI:
https://doi.org/10.5585/remark.v20i4.16986Palabras clave:
Falhas, Recuperação de falhas, Qualidade de serviços, Satisfação, LealdadeResumen
Objetivo: o objetivo geral desta pesquisa consistiu em avaliar a influência de falhas e ações de recuperação de falhas, na percepção da qualidade, satisfação e lealdade de clientes bancários.
Metodologia: os dados foram obtidos por meio de uma pesquisa quantitativa, caracterizada como descritiva, de corte transversal e de método survey. O tratamento dos dados ocorreu por meio de análise descritiva, em seguida foram realizados os testes de confiabilidade Alpha de Cronbach, Confiabilidade Composta e Variância Média Extraída. Posteriormente foi realizada a Modelagem de Equações Estruturais por meio do software Smart PLS, com o objetivo de verificar a relação entre os construtos do modelo e testar as hipóteses.
Principais resultados: os resultados da pesquisa evidenciam relações positivas entre os construtos apresentados, exceto nas relações entre Gravidade da Falha e Qualidade. Assim, os achados demonstram que não se pode pensar em qualidade sem se considerar a importância da recuperação de falhas para os serviços oferecidos.
Contribuições metodológicas: este trabalho contribui para a observação da influência de falhas e ações de recuperação de falhas, na percepção da qualidade, satisfação e lealdade de clientes bancários.
Relevância: dada a natureza do serviço bancário, os problemas na prestação de serviços são esperados e eventuais falhas são inevitáveis, e, com isso, os resultados podem gerar insatisfação. Para manter clientes satisfeitos e leais às instituições, fazem-se necessárias ações de recuperação de falhas.
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