Understanding Reactions of Brazilian Consumers in Service Failures
Understanding the reasons consumers break up their relationships with business organizations has been the motivation for several researchers (Bitner, Booms & Tetreault, 1990, Coulter & Ligas, 2000). Tähtinen and Havila (2004) affirm that not much
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CONCLUSIONS AND IMPLICATIONS Our study evidences a new field to explore in the marketing literature related to customer retention based on the reversion of dissatisfaction feelings, which are the previous motives that led consumers to rupture or to reestablish their returns focused on the solution of the issues that were pivotal to break up with the relationships. Companies should be better prepared to deal with dissatisfied consumers and to avoid dissatisfaction in order to stop its evolution into stronger negative emotions, e.g., anger. This research analyzed that these negative feelings weaken the predisposition to restart a previous ruptured commercial relationship. We understand that a managerial alternative would be to use database of consumer complaints as source of information in order to solve current issues. Another alternative is to run periodically qualitative marketing researches with their customers, and to have a team of specialists to work with churns. In summary, companies should guarantee that the motives of their dissatisfied consumers are identified, analyzed and solved. Our research empirically implicated that when consumers perceive that the service failure still occurs, they are not willing to restart the commercial relationship. Indeed, it is fundamental that companies should add, in their customer databases, the historical of complaints, and the record of the motives that led him/her to rupture with the company. Of course, our study is not without limitations. Firstly, this study should be replicated so that the proposed questionnaire and scale should be refined. Secondly, although we verified that consumers are emotionally-driven in service failure situations, the importance of this construct as a mediator of the reactions of other consumer groups across the globe awaits much-needed confirmation. Finally, we also affirm that it is too soon to generalize the results due to a topic which is still new in the marketing literature. REFERENCES Bitner, M. J., Booms, B. H. and Tetreault, M. S. 1990. “The service encounter: Diagnosing favorable and unfavorable incidents.” Journal of Marketing, 54 (1), 71-84. Coulter, R. A. and Ligas, M. 2000. “The long good-bye: The dissolution of customer-service provider relationship.” Psychology & Marketing, 17 (8), 669-695. Folkes, V. S., Koetsky, S. and Graham, J. L. 1988. “Recent attribution research in consumer behavior: A review and new directions.” Journal of Consumer Research, 14 (4), 548-565. Gedeon, I. M., Fearne, A. and Poole, N. 2009. “The role of inter-personal relationships in the dissolution of business relationships.” Journal of Business & Industrial Marketing, 24(3-4), 2009. Heider, F. 1958. The Psychology of Interpersonal Relations, New York: John Wiley & Sons. Iglesias, V. 2009. “The attribution of service failures: effects on consumer satisfaction.” The Service Industries Journal, 29 (2), 127-141. Jones, E. E., Kanouse, D. E., Kelley, H. H., Nisbett, R. E., Valins, S. and Weiner, B. 1971. Attribution: Perceiving the Causes of Behavior, Morr
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