Antecedents of Customer Retention after Service Failure and Recovery of Information Technology Services in Business-To-Business Environments

• Autor(a) principal: Silva, Humberto Caetano Cardoso
• Data de Publicação: 2015
• Outros Autores: Araújo, Marcus Augusto Vasconcelos, Primo, Marcos André Mendes
• Tipo de documento: Artigo
• Idioma: por
• Título da fonte: Revista Gestão e Projetos (GeP)
• Texto Completo: https://periodicos.uninove.br/gep/article/view/9628
• topic: Retention, Information Technology, B2B Service Failure, Relationship Marketing.; Retenção, Tecnologia da Informação, Falhas de Serviço B2B, Marketing de Relacionamento.

The competitiveness of markets has forced companies to become more efficient every day and in this context, the activities related to Information Technology (IT) are great allies, becoming a key differentiator to ensure sustainable growth. Since the 90s it has been increasingly common to adopt business models in which IT support activities are provided by third party companies, thus creating a relevant context to provide B2B services. However, as with any services, the occurrence of failures in the provision of IT services is inevitable, making it vital to providing services companies, the adoption of efficient recovery actions in order to ensure the maintenance of good levels of trust and commitment in the relationship customer/supplier, reinforcing and extending thus the relationship between the two companies. Additionally, to ensure customer retention, it is essential to evaluate, concomitantly, aspects such as the perceived value and the switching costs in order to be able to properly manage the relationship with the client companies. The purpose of this paper is to present a theoretical model that shows how the relationship between the variables trust, commitment, switching costs and perceived value by customers and its retention in contexts of providing outsourced IT services, after the occurrence of a service failure and recovery. Finally, 10 theoretical propositions are presented and a final discussion of the nature of the constructs and relationships propose.