Falhas e recuperação de serviços: uma análise qualitativa do e-commerce supermercadista

• Autor(a) principal: Cardoso, Camila Ananias
• Data de Publicação: 2022
• Tipo de documento: Dissertação
• Idioma: por
• Título da fonte: Biblioteca Digital de Teses e Dissertações da PUC_SP
• Texto Completo: https://repositorio.pucsp.br/jspui/handle/handle/25811
• topic: CNPQ::CIENCIAS SOCIAIS APLICADAS::ADMINISTRACAO; Falha de serviço; Recuperação de serviço; Insatisfação; E-commerce; Supermercado; Service failure; Service recovery; Dissatisfaction; E-commerce; Supermarkets

The supermarket activity represents an important slice of the Brazilian GDP and is fundamental in the generation of jobs and in the growth of the economy. Despite having its evolution based on physical sales areas, the democratization of the internet and the systematic increase in the use of tablets and cell phones offered the necessary conditions for the beginning of the multichannel shopping experience and expanded the convenience and expectations of consumers. In early 2020, the pandemic caused by the Coronavirus catalyzed the need for online service offerings from supermarket chains and highlighted the industry's incipient offering in virtual channels and difficulties in service level delivery. In this context, the present study seeks to broaden knowledge about service failures and recovery in the context of e-commerce in Brazilian supermarket chains, seeking to identify the most relevant factors in consumer dissatisfaction in this sector and the impact of service recovery on perceived fairness and repurchase behavior. To achieve this purpose, we chose to combine a bibliographic study on the Web of Science ISIS database on "service failure" and "service recovery" and a quantitative content analysis of 500 complaints registered on the Reclame Aqui website from consumers who had negative purchasing experiences in the e-commerce of some of the major retail chains in Brazil, conducted with the help of the Iramutec software. The results reveal that the main reasons for customer complaints in this segment are based on difficulties related to the separation and delivery of products, and that to regain consumer confidence and increase the intention to repurchase, the players in the industry should base their recovery on procedural justice, acting quickly and attentively. This study may help in identifying and conducting effective service recovery strategies in the context of online shopping in the supermarket industry