Avaliação dos impactos de falhas nos serviços do setor de aviação comercial na satisfação do consumidor brasileiro

• Ano de defesa: 2009
• Autor(a) principal: Livia Lopes Barakat
• Tipo de documento: Dissertação
• Tipo de acesso: Acesso aberto
• Idioma: por
• Instituição de defesa: Universidade Federal de Minas Gerais; UFMG
• Palavras-chave em Português: Administração; Marketing de relacionamento
• Link de acesso: http://hdl.handle.net/1843/BUBD-9BAJHJ

The advent of Relationship Marketingin the 70's has brought out the importance of relationships for business success. Driven by the increase of services, the strategy is based on close and long-lasting interactions, that prioritize satisfaction, trust and loyalty. Numerous studies have attempted to relate the concepts of the relationship marketing in models of satisfaction. However, there is still a vast field to be explored when it comes to gaps in services. Due to the intangibility and co-production, services are constantly subjective to failure, which may result in some level of dissatisfaction. With that in mind, service recovery has become a relevant topic, in which the effectiviness of failure management is an important tool to ensure customer satisfaction. Therefore, this study sought to propose and test a model of antecedents and consequences of satisfaction in the context of service failures in the airline industry in Brazil. The choice of the sector was due to the remarkable increase in air traffic in Brazil's major airports and the greater accessibility of this mean of transport in recent years. Based on the literature review on the service recovery subject, I propose a model that estabilishes relations among the indentified constructs. The field study was conducted in two phases. The first, exploratory, by a qualitative reseach aimed to understand the concepts in the consumers perpective and make scale adaptations regarding the airline industry in Brazil. Thus, three focus groups were held and interpreted using content analysis in the software Atlas TI. The second phase as a descriptive conclusive study, by which a quantitative survey with passengers in the domestic departure area of the Tancredo Neves International Airport (Confins) in the metropolitan area of Belo Horizonte was carried out. The data gathering accounted for 639 valid questionnaires, which were entered and analyzed in SPSS and Amos.In order to explore the data and test the hypotheses, I used descriptive analysis procedures, multivariate analysis and structural equation modeling. The results confirm two of the constructs as satisfactions antecedents: Severity and Interactional Justice, and four as consequences: Trust, Loyalty, Positive Word of Mouth and Intention to Complain. The model has a good fit and validated most of the scales used.