A INFLUÊNCIA DO COMPROMETIMENTO DO CONSUMIDOR NA PERCEPÇÃO DE FALHAS DE SERVIÇO: UM EXPERIMENTO NA INDÚSTRIA DE ENTREGA DE ALIMENTOS

Fernanda dos Santos Ramos; Jéssica  Santos da Silveira; Nathalia Soares Brum de Mello

doi:10.4025/cadadm.v33i1.70113

Fernanda dos Santos Ramos Pontifícia Universidade Católica do Rio Grande do Sul - PUCRS https://orcid.org/0000-0002-3091-8408
Jéssica Santos da Silveira UFRGS https://orcid.org/0009-0000-1574-6903
Nathalia Soares Brum de Mello UFRGS https://orcid.org/0000-0002-9008-8178

DOI: https://doi.org/10.4025/cadadm.v33i1.70113

Abstract

Mudanças no estilo de vida contemporâneo, o desenvolvimento de novas tecnologias e a pandemia de Covid-19 contribuíram significativamente para a ascensão de muitos negócios, como o mercado de entrega de comida online. Neste contexto, compreender como o comprometimento prévio dos consumidores com a marca influencia a sua reação para falhas de serviço tornou-se primordial para que as empresas conquistem vantagem competitiva neste vasto mercado. O comprometimento do cliente pode minimizar ou aumentar o impacto da percepção do cliente sobre falhas de serviço e este estudo propõe-se a compreender essa questão no contexto da indústria de entrega de alimentos online. Os tipos de comprometimento utilizados neste estudo foram: afetivo, calculativo e normativo. Para verificar o impacto que os diferentes tipos de comprometimento do consumidor têm na sua percepção quanto a uma falha de serviço, foi realizado um experimento que sugere que o comprometimento influencia a percepção do cliente quanto a uma falha de serviço e que os diferentes tipos de comprometimento possuem impactos diferentes, sendo o comprometimento afetivo aquele que influencia mais positivamente na avaliação do consumidor diante de uma situação de falha.

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Author Biographies

Fernanda dos Santos Ramos, Pontifícia Universidade Católica do Rio Grande do Sul - PUCRS

Possui graduação em Administração de Empresas pela Pontifícia Universidade Católica (2014) e pós-graduação em Marketing pelo Centro Universitário Ritter dos Reis (2018). Mestrado e doutorado em andamento pela Universidade Federal do Rio Grande do Sul (UFRGS). Atualmente bolsista da Universidade Federal do Rio Grande do Sul. Possui experiência na área da Administração de Empresas e Marketing, com ênfase no comportamento do consumidor, inovação, tecnologia, agronegócios, sustentabilidade e comportamento alimentar.

Jéssica Santos da Silveira, UFRGS

Possuo graduação em Administração (2018) e mestrado acadêmico em Administração com ênfase na área de Marketing (2022) pela UFRGS. Ampla experiência na área de Administração Pública.

Nathalia Soares Brum de Mello, UFRGS

Graduada em Administração pela Universidade Federal da Paraíba (UFPB/CCSA) e Mestre em Administração pela Universidade Federal do Rio Grande do Sul (UFRGS/PPGA). Atualmente aluna de doutorado na área de Marketing pela Universidade Federal do Rio Grande do Sul (UFRGS/PPGA). Faz parte do Grupo de Estudos em Marketing de Serviços (GEMS/UFRGS) e do Centro de Estudos e Pesquisas em Administração (CEPA) com o objetivo de alinhar pesquisa às realidades e necessidades do mercado. Possui interesse de pesquisa em comportamento do consumidor, marketing social e de serviços e ativismo de marca.

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