Enviar artigo via e-mail 
Empoderamento na Recuperação do Serviço: Implicações na Percepção de Equidade e Lealdade do Cliente
DOI: https://doi.org/10.21529/RECADM.2018009
Texto completo:
PDFResumo
Estudos em Recuperação do Serviço (RS) mostram que a equidade no processo de RS é crucial para a satisfação e lealdade do cliente. Esse processo é realizado por funcionários de atendimento que, com suas ações, influenciam a sensação de equidade. Assim, estratégias ligadas ao processo e à gestão desses funcionários, como o empoderamento, podem expandir o nível de equidade que, por sua vez, pode estimular a lealdade dos clientes. Esse trabalho investiga tais relações através de um levantamento de dados, por meio de questionário com clientes em serviços bancários. Para analisar os dados, foram empregadas análises fatoriais exploratória e confirmatória e modelagem por equações estruturais. Os resultados mostram que o empoderamento traz maior equidade ao processo de RS e promove a lealdade dos clientes. Além de comprovar essas relações, esse trabalho contribui com a literatura, ao promover a integração de conceitos de diferentes campos de conhecimento que beneficiam a gestão de serviços. No caso deste estudo, o empoderamento (Operações), que depende da seleção adequada e treinamento do pessoal de atendimento (Recursos Humanos), a equidade e a lealdade em serviços (Marketing). Sob a perspectiva gerencial, sugere-se que as empresas de serviços implementem treinamentos específicos em RS para seus funcionários de atendimento, promovendo também o seu empoderamento.
Palavras-chave
Referências
Andreassen, T. W. (2000). Antecedents to satisfaction with service recovery. European Journal of Marketing, 34(1/2), 156-175.
Ashill, N. J., Rod, M., & Carruthers, J. (2008). The effect of management commitment to service quality on frontline employees' job attitudes, turnover intentions and service recovery performance in a new public management context. Journal of Strategic Marketing, 16(5), 437-462.
Bambauer-Sachse, S., & Rabeson, L. E. (2015). Service recovery for moderate and high involvement services. Journal of Services Marketing, 29(5), 331-343.
Bateson, J. G., & Hoffman, E. K. D. (2001). Marketing de Serviços. 4 ed. Porto Alegre: Bookman.
Bell, C. R., & Zemke, R. E. (1987). Service breakdown: the road to recovery. Management review, 76(10), p. 32.
Berry, L. L. (1996). Serviços de satisfação máxima: guia prático de ação. Rio de Janeiro: Campus.
Bitner, M. J., Booms, B. H., & Tetreault, M. S. (1990). The service encounter: diagnosing favorable and unfavorable incidents. The Journal of Marketing,54(1) p. 71-84.
Blodgett, J. G., Hill, D. J., & Tax, S. S. (1997). The effects of distributive, procedural, and interactional justice on postcomplaint behavior. Journal of retailing, 73(2), 185-210.
Boshoff, C. (1997). An experimental study of service recovery options. International Journal of service industry management, 8(2), 110-130.
Boshoff, C. (2005). A re-assessment and refinement of RECOVSAT: An instrument to measure satisfaction with transaction-specific service recovery. Managing. Service Quality: An International Journal, 15(5), 410-425.
Boshoff, C., & Allen, J. (2000). The influence of selected antecedents on frontline staff's perceptions of service recovery performance. International Journal of Service Industry Management, 11(1), 63-90.
Boshoff, C., & Leong, J. (1998). Empowerment, attribution and apologising as dimensions of service recovery: An experimental study. International Journal of Service Industry Management, 9(1), 24-47.
Bowen, D. E., & Johnston, R. (1999). Internal service recovery: developing a new construct. International Journal of Service Industry Management, 10(2), 118-131.
Bowen, D. E., & Lawler, E. E. (1992). The empowerment of service workers: what, why, how, and when. Sloan Management Review, 33(3), 31-40.
Bowen, D. E., & Lawler, E. E. (1995). Empowering service employees. Sloan management review, 36(4), 73.
Bowen, D. E., Schneider, B., & Kim, S. S. (2000). Shaping service cultures through strategic human resource management. In: Swartz, T., & Iacobucci, D. Handbook of services marketing and management. Sage, 439-454.
Brown, S. W. (2000). Practicing best-in-class service recovery. Marketing Management, 9(2), 8-9.
Brown, S. W., Cowles, D. L., & Tuten, T. L. (1996). Service recovery: its value and limitations as a retail strategy. International Journal of Service Industry Management, 7(5), 32-46.
Chase, R. B., & Haynes, R. M. (2000). Service operations management: A field guide. In:______. Handbook of services marketing and management. Sage, 455-471.
Chebat, J. C., & Kollias, P. (2000). The impact of empowerment on customer contact employees’ roles in service organizations. Journal of Service research, 3(1), 66-81.
Choi, B., & Choi, B. J. (2014). The effects of perceived service recovery justice on customer affection, loyalty, and word-of-mouth. European Journal of Marketing, 48(1/2), 108-131.
Choi, C. H., Kim, T. T., Lee, G., & Lee, S. K. (2014). Testing the stressor–strain–outcome model of customer-related social stressors in predicting emotional exhaustion, customer orientation and service recovery performance. International Journal of Hospitality Management, 36 (1), 272-285.
Chou, P. F. (2015). An analysis of the relationship between service failure, service recovery and loyalty for Low Cost Carrier travelers. Journal of Air Transport Management, 47 (1), 119-125.
Colgate, M., & Norris, M. (2001). Developing a comprehensive picture of service failure. International Journal of Service Industry Management, 12(3), 215-233.
Conlon, D. E., & Murray, N. M. (1996). Customer perceptions of corporate responses to product complaints: The role of explanations. Academy of Management Journal, 39(4), 1040-1056.
Cooper, D. R., & Schindler, S.P. Métodos de Pesquisa em Administração. 10 ed. Porto Alegre: Bookman, 2011.
Craighead, C. W., Karwan, K. R., & Miller, J. L. (2004). The effects of severity of failure and customer loyalty on service recovery strategies. Production and Operations Management, 13(4), 307-321.
Crisafulli, B., & Singh, J. (2016). Service guarantee as a recovery strategy: The impact of guarantee terms on perceived justice and firm motives. Journal of Service Management, 27(2), 117-143.
Cunha, M. P., Rego, A., & Kamoche, K. (2009). Improvisation in service recovery. Managing Service Quality: An International Journal, 19(6), 657-669.
Daily, B. F., & Huang, S. C. (2001). Achieving sustainability through attention to human resource factors in environmental management. International Journal of Operations & Production Management, 21(12), 1539-1552.
De Ruyter, K., & Wetzels, M. (2000). Customer equity considerations in service recovery: a cross-industry perspective. International Journal of Service Industry Management, 11(1), 91-108.
Deming, W. E. (1990). Qualidade: A revolução da administração. Rio de Janeiro: Marques Saraiva.
DeWitt, T., & Brady, M. K. (2003). Rethinking service recovery strategies the effect of rapport on consumer responses to service failure. Journal of Service Research, 6(2), 193-207.
Dong, B., Evans, K. R., & Zou, S. (2008). The effects of customer participation in co-created service recovery. Journal of the academy of marketing science, 36(1), 123-137.
Duffy, J. A. M., Miller, J. M., & Bexley, J. B. (2006). Banking customers' varied reactions to service recovery strategies. International Journal of Bank Marketing, 24(2), 112-132.
Eccles, G., & Durand, P. (1998). Complaining customers, service recovery and continuous improvement. Managing Service Quality: An International Journal, 8(1), 68-71.
Edvardsson, B. (1992). Service breakdowns: A study of critical incidents in an airline. International Journal of Service Industry Management, 3(4), 17-29.
Edvardsson, B., & Roos, I. (2001). Critical incident techniques: Towards a framework for analysing the criticality of critical incidents. International Journal of Service Industry Management, 12(3), 251-268.
Edvardsson, B., Tronvoll, B., & Höykinpuro, R. (2011). Complex service recovery processes: how to avoid triple deviation. Managing Service Quality: An International Journal, 21(4), 331-349.
Giovanis, A., Athanasopoulou, P., & Tsoukatos, E. (2015). The role of service fairness in the service quality–relationship quality–customer loyalty chain: An empirical study. Journal of Service Theory and Practice, 25(6), 744-776.
Gohary, A., Hamzelu, B., & Pourazizi, L. (2016). A little bit more value creation and a lot of less value destruction! Exploring service recovery paradox in value context: A study in travel industry. Journal of Hospitality and Tourism Management, 29 (1), 189-203.
Goldstein, S. M., Johnston, R., Duffy, J., & Rao, J. (2002). The service concept: the missing link in service design research?. Journal of Operations management, 20(2), 121-134.
Grayson, K., & Shulman, D. (2000). Impression management in services marketing In:______. Handbook of services marketing and management. Sage, 51-67.
Gremler, D. D., & Brown, S. W. (1996). Service loyalty: its nature, importance, and implications. Advancing service quality: A global perspective, p. 171-180.
Grönroos, C. (1988). Service quality: the six criteria of good perceived service. Review of business, 9(3), p. 10.
Grönroos, C. (2009). Marketing: gerenciamento e serviços. Rio de Janeiro: Elsevier.
Guo, L., Lotz, S. L., Tang, C., & Gruen, T. W. (2016). The role of perceived control in customer value cocreation and service recovery evaluation. Journal of Service Research, 19(1), 39-56.
Hair, J. F., Black, W. C., Babin, B. J., Anderson, R. E., & Tatham, R. L. (2009). Análise multivariada de dados. Porto Alegre: Bookman.
Hart, C. W., Heskett, J. L., & Sasser, W. E. (1990). The profitable art of service recovery. Harvard business review, 68(4), 148-156.
Hayes, R. H., Pisano, G. P., & Upton, D. M. (1996). Strategic Operations. New York: Harvard Business School.
Hess, R. L., Ganesan, S., & Klein, N. M. (2003). Service failure and recovery: The impact of relationship factors on customer satisfaction. Journal of the Academy of Marketing Science, 31(2), p.127.
Hill, T. (2000). Operations Management: Strategic Context and Management Analysis. Londres: MacMillan Business.
Hocutt, M. A., Bowers, M. R., & Donavan, D. T. (2006). The art of service recovery: fact or fiction?. Journal of Services Marketing, 20(3), 199-207.
Hoffman, K. D., Kelley, S. W., & Rotalsky, H. M. (1995). Tracking service failures and employee recovery efforts. Journal of Services Marketing, 9(2), 49-61.
Ibge. (2015). Síntese de indicadores sociais. Uma análise das condições de vida da população brasileira. Rio de Janeiro: IBGE.
Johnston, R. (1995). Service failure and recovery: impact, attributes and process. In: Swartz, T; Bowen, D. E., & Brown, S.W. Advances in Services Marketing and Management: Research and Practice, 4(1), 211-228.
Johnston, R., & Fern, A. (1999). Service recovery strategies for single and double deviation scenarios. Service Industries Journal, 19(2), 69-82.
Johnston, R., & Michel, S. (2008). Three outcomes of service recovery: customer recovery, process recovery and employee recovery. International Journal of Operations & Production Management, 28(1), 79-99.
Johnston, R., Clark, G., & Shulver, M. (2012). Service operations management. Harlow, FT/Pearson Education.
Johnston, R.; Mehra, S. (2002). Best-practice complaint management. The Academy of Management Executive, 16(4), 145-154.
Jones, H., & Farquhar, J. D. (2007). Putting it right: service failure and customer loyalty in UK banks. International Journal of Bank Marketing, 25(3), 161-172.
Kau, A-K., & Loh, E. W-Y. (2006). The effects of service recovery on consumer satisfaction: a comparison between complainants and non-complainants. Journal of Services Marketing, 20(2), 101-111.
Kelley, S. W., Hoffman, K. D., & Davis, M. A. (1993). A typology of retail failures and recoveries. Journal of retailing, 69(4), 429-452.
Kim, T. T., Kim, W. G., & Kim, H. B. (2009). The effects of perceived justice on recovery satisfaction, trust, word-of-mouth, and revisit intention in upscale hotels. Tourism management, 30(1), 51-62.
Lashley, C. (1998). Matching the management of human resources to service operations. International Journal of Contemporary Hospitality Management, 10(1), 24-33.
Leão, W. (2016). Empoderamento e Satisfação na Recuperação do Serviço: Os Efeitos da Compensação e do Lócus de Controle do Cliente. Dissertação de mestrado, Fundação Educacional Inaciana Padra Sabóia de Medeiros (FEI), São Paulo, SP, Brasil.
Leão, W., Santos, J.B., Hernandez, J. M. C. (2017). Employee empowerment as a strategy to increase satisfaction with service recovery and the moderating role of service external locus of control. Anais do XLI EnAnpad - Encontro Nacional de Pós-Graduação em Administração, São Paulo, SP, Brasil.
Lewis, B. R., & Clacher, E. (2001). Service failure and recovery in UK theme parks: The employees’ perspective. International Journal of Contemporary Hospitality Management, 13(4), 166-175.
Li, C. Y., & Fang, Y. H. (2016). How online service recovery approaches bolster recovery performance? A multi-level perspective. Service Business, 10(1), 179-200.
Lorenzoni, N., & Lewis, B. R. (2004). Service recovery in the airline industry: a cross-cultural comparison of the attitudes and behaviours of British and Italian front-line personnel. Managing Service Quality: An International Journal, 14(1), 11-25.
Lovelock, C., & Wright, L. (2002). Serviços: Marketing e Gestão. São Paulo: Saraiva.
Matos, C. A., & Leis, R. P. (2013). The antecedents of complaint behaviour for Brazilian and French consumers of services. International Journal of Consumer Studies, 37(3), 327-336.
Matos, C. A., Henrique, J., & Rossi, A. (2007). Service recovery paradox: a meta-analysis. Journal of service research, 10(1), 60-77.
Mattila, A. S. (2001). The effectiveness of service recovery in a multi-industry setting. Journal of Services Marketing, 15(7), 583-596.
Mattila, A. S., & Patterson, P. G. (2004). Service recovery and fairness perceptions in collectivist and individualist contexts. Journal of Service Research, 6(4), 336-346.
McColl-Kennedy, J. R., & Sparks, B. A. (2003). Application of fairness theory to service failures and service recovery. Journal of Service Research, 5(3), 251-266.
McCollough, M. A., & Gremler, D. D. (2004). A conceptual model and empirical examination of the effect of service guarantees on post-purchase consumption evaluations. Managing Service Quality: An International Journal, 14(1), 58-74.
McCollough, M. A., Berry, L. L., & Yadav, M. S. (2000). An empirical investigation of customer satisfaction after service failure and recovery. Journal of Service Research, 3(2), 121-137.
Michel, S. (2004). Consequences of perceived acceptability of a bank's service failures. Journal of Financial Services Marketing, 8(4), 367-377.
Michel, S., Bowen, D., & Johnston, R. (2009). Why service recovery fails: Tensions among customer, employee, and process perspectives. Journal of Service Management, 20(3), 253-273.
Michelli, J. (2013). Receita para a excelência: os princípios que fizeram da UCLA um dos maiores sistemas de saúde dos Estados Unidos (e as lições que você pode tirar para o seu negócio). Porto Alegre: Bookman.
Migacz, S. J., Zou, S., & Petrick, J. F. (2018). The “Terminal” Effects of Service Failure on Airlines: Examining Service Recovery with Justice Theory. Journal of Travel Research, 57(1), 83-98.
Miller, J. L., Craighead, C. W., & Karwan, K. R. (2000). Service recovery: a framework and empirical investigation. Journal of operations Management, 18(4), 387-400.
Moliner-Velázquez, B., Ruiz-Molina, M. E., & Fayos-Gardó, T. (2015). Satisfaction with service recovery: moderating effect of age in word-of-mouth. Journal of Consumer Marketing, 32(6), 470-484.
Ogbeide, G. C. A., Böser, S., Harrinton, R. J., & Ottenbacher, M. C. (2017). Complaint management in hospitality organizations: The role of empowerment and other service recovery attributes impacting loyalty and satisfaction. Tourism and Hospitality Research, 17(2), 204-216.
Orsingher, C., Valentini, S., & de Angelis, M. (2010). A meta-analysis of satisfaction with complaint handling in services. Journal of the Academy of Marketing Science, 38(2), 169-186.
Ozuem, W., Patel, A., Howell, K. E., & Lancaster, G. (2017). An exploration of consumers' response to online service recovery initiatives. International Journal of Market Research, 59(1), 97-115.
Park, J., & Ha, S. (2016). Co-creation of service recovery: Utilitarian and hedonic value and post-recovery responses. Journal of Retailing and Consumer Services, 28(1), 310-316.
Patterson, P. G., Cowley, E., & Prasongsukarn, K. (2006). Service failure recovery: The moderating impact of individual-level cultural value orientation on perceptions of justice. International Journal of Research in Marketing, 23(3), 263-277.
Pranic, L., & Roehl, W. S. (2012). Rethinking service recovery: A customer empowerment (CE) perspective. Journal of Business Economics and Management, 13(2), 242-260.
Ramachandran, A., & Chidambaram, V. (2012). A review of customer satisfaction towards service quality of banking sector. Periodica Polytechnica Social and Management Sciences, 20(2), 71-79.
Río-Lanza, A. B., Vázquez-Casielles, R., & Díaz-Martín, A. M. (2009). Satisfaction with service recovery: Perceived justice and emotional responses. Journal of Business Research, 62(8), 775-781.
Robinson, L., Neeley, S. E., & Williamson, K. (2011). Implementing service recovery through customer relationship management: identifying the antecedents. Journal of Services Marketing, 25(2), 90-100.
Santos, C. P. D., & Fernandes, D. V. D. H. (2007). A recuperação de serviços como ferramenta de relacionamento e seu impacto na confiança e lealdade dos clientes. Revista de Administração de Empresas, 48(1), 10-24.
Sasser, W. E., & Fulmer, W. E. (1990). Creating personalized service delivery systems. In: Bowen, D. E., Chase, R. B., & Cummings, T. G . Service Management Effectiveness: Balancing Strategy, Organization and Human Resources, Operations and Marketing, p. 213-233. San Francisco, Jossey-Bass.
Schermelleh-Engel, K., Moosbrugger, H., & Müller, H. (2003). Evaluating the fit of structural equation models: Tests of significance and descriptive goodness-of-fit measures. Methods of psychological research online, 8(2), 23-74.
Schlesinger, L., & Heskett, J. (1991). Breaking the cycle of failures in services. Sloan Management Review, 32(3), 17-28.
Schneider, B. (1990). Alternative strategies for creating service-oriented organizations. In:______.Service Management Effectiveness: Balancing Strategy, Organization and Human Resources, Operations and Marketing, p. 126-151. San Francisco, Jossey-Bass.
Schneider, B., & Bowen, D. E. (1995). Winning the service game. Boston: Harvard Business School Press.
Seiders, K., & Berry, L. L. (1998). Service fairness: What it is and why it matters. The Academy of Management Executive, 12(2), 8-20.
Silva, M. A., & Lopes, E. L. (2014). A Influência da Justiça nos Processos de Recuperação de Falhas no Varejo. Revista de Administração Contemporânea, 18(1), p. 37.
Slack, N., Brandon-Jones, A., & Johnston, R. (2018). Administração da produção. 8 ed. São Paulo: Atlas.
Smith, A. K., Bolton, R. N., & Wagner, J. (1999). A model of customer satisfaction with service encounters involving failure and recovery. Journal of Marketing Research, 36(3)p. 356-372.
Smith, J. S., & Karwan, K. R. (2010). Empirical profiles of service recovery systems: the maturity perspective. Journal of Service Research, 13(1), 111-125.
Smith, J. S., Karwan, K. R., & Markland, R. E. (2012). An empirical investigation of the effectiveness of an integrated service recovery system. Operations Management Research, 5(1-2), 25-36.
Smith, J. S., Nagy, P. F., Karwan, K. R., & Ramirez, E. (2012). The contingent nature of service recovery system structures. International Journal of Operations & Production Management, 32(7), 877-903.
Sok, P., & O'Cass, A. (2015). Achieving service quality through service innovation exploration–exploitation: the critical role of employee empowerment and slack resources. Journal of Services Marketing, 29(2), 137-149.
Stauss, B., & Weinlich, B. (1997). Process-oriented measurement of service quality: Applying the sequential incident technique. European Journal of Marketing, 31(1), 33-55.
Swanson, S. R., & Kelley, S. W. (2001). Service recovery attributions and word-of-mouth intentions. European Journal of Marketing, 35(1/2), 194-211.
Tax, S. S., & Brown, S. W. (1998). Recovering and learning from service failure. Sloan Management Review, 40(1), p.75.
Tax, S. S., & Brown, S. W. (2000). Service recovery: research insights and practices. In:______. Handbook of services marketing and management. California, Sage, p. 271-285.
Tax, S. S., & Brown, S. W.; Chandrashekaran, M. (1998). Customer evaluations of service complaint experiences: implications for relationship marketing. The Journal of Marketing, 62(2)p. 60-76.
Van Looy, B., Krols, K., Buyens, D., & Vandenbossche, T. (2003). The role of empowerment in service organizations. In: Van Looy, B., Gemmel, P., & Van Dierdonck, R. Services Management: An Integrated Approach. England: Pearson, 229-242.
Van Looy, B.; Desmet, S.; Krols, K., & Van Dierdonck, R. (1998) Psychological empowerment in a service environment: Some empirical findings. In: Swartz, T. A., Bowen, D.E., & Brown, S. W. Advances in Services Marketing and Management, 7, 293-311.
Wang, C. Y., & Mattila, A. S. (2011). A cross-cultural comparison of perceived informational fairness with service failure explanations. Journal of Services Marketing, 25(6), 429-439.
Wang, K. Y., Hsu, L. C., & Chih, W. H. (2014). Retaining customers after service failure recoveries: a contingency model. Managing Service Quality, 24(4), 318-338.
Wirtz, J., & Mattila, A. S. (2004). Consumer responses to compensation, speed of recovery and apology after a service failure. International Journal of service industry management, 15(2), 150-166.
Xu, Y., Marshall, R., Edvardsson, B., & Tronvoll, B. (2014). Show you care: initiating co-creation in service recovery. Journal of Service Management, 25(3), 369-387.
Zeithaml, V. A., Parasuraman, A., & Berry, L. L. (2014). A excelência em serviços. São Paulo: Saraiva.
Zemke, R., & Bell, C. (1990). Service recovery: Doing it right the second time. Training, 27(6), 42-48.
Zhang, M., Dai, X., & He, Z. (2015). An empirical investigation of service recovery in e-retailing: An operations management perspective. Journal of Service Theory and Practice, 25(3), 348-367.
Esta obra está licenciada sob uma licença Creative Commons Atribuição 4.0 Internacional.
e-ISSN: 1677-7387