Violação e recuperação da confiança do cliente após o duplo desvio

AUTOR(ES)
FONTE

IBICT - Instituto Brasileiro de Informação em Ciência e Tecnologia

DATA DE PUBLICAÇÃO

2012

RESUMO

This dissertation aims at analyzing the breach and recovery of customer trust in the company after a poor failure recovery - a double deviation situation. Its objective is to investigate the greater effect of trust violation derived from the double deviation situation; the effect that the promise of non-recurrence of failures and apology as trust recovery tactics have on trust; the role of attributions of competence and integrity to explain the effects of trust recovery tactics; and the moderating effect of both trust violation type and temporal distance between the occurrence of double deviation and tactics insertion, in the relationship between recovery tactics and trust. In order to verify these effects, four experimental studies were operationalized. The results from the first study indicate that the breach of trust is higher after the double deviation, compared with the level of trust identified after the simple deviation. In the second study, the possibility of trust restitution by the promise of non-recurrence of failures and apology was verified. The results of this second study indicate that both promise and apology generate higher levels of trust in the company than the control condition (without any tactics) and two other tactics used to restore trust. Furthermore, the second study also shows that the effects of both recovery tactics on trust are fully mediated by attributions of competence or integrity. In the third study, the findings indicate that the effectiveness of recovery tactics depends on the type of trust violation to which the subject was submitted. Whereas the promise generated higher levels of trust when the violation was based on competence, the apology generated higher levels of trust when the violation was based on integrity. In the last experimental study, the results indicate an interaction between the trust recovery tactics and the temporal distance, between the double deviation and the tactics insertion, given that the apology has generated greater levels of trust when the distance was short (vs. long); while the promise generated higher levels of trust when this distance was long (vs. short). Based on that, this dissertation contributes to the marketing and trust recovery literature by showing that: the double deviation intensifies the negative effects on trust generated by the simple deviation, it is possible to rebuild trust after double deviation, through promise and apology; the cues expressed by the recovery tactics and the subject attribution explain the mechanism through which the trust recovery tactics operates; and both the violation of trust type, as well as the temporal distance condition the effects of recovery tactics.

ASSUNTO(S)

trust marketing de serviços marketing de relacionamento service failures double deviation confiança trust recovery cliente promise apology services marketing

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