A percepção de valor do consumidor frente ao recall de veículos no Brasil: um estudo exploratório em São Paulo

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Santos, Rubens da Costa
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This study analyses the behavior of the Brazilian customer facing automotive vehicle recall. The behaviour during purchase, use and disposal of auto vehicles that go through recalls is analysed through the ponti of view of the theory of psychological reactance, originary from psychology and that explains the reactions against limitations of individual freedom. The objective of this study is to measure individual psychological reactance and to study client perception to automotive vehicles recall, through the indicatives of customer perceived value and customer perceived relationship quality. The resultant of the process is the purchase behavior post-recall. The most interested group in this study is the customers themselves as well as the auto manufacturers, customer defense agencies and legal agencies interested in the subject. The originality of evaluating the implications of this occurrence from the customer’s point of view is a contribution of the study because the recall has not yet been studied in Brazil from the customer’s value perception point of view, although it has been under constant scrutiny of the media. This study begins with a historical analysis of the recall in United States of America and in Brazil. Then a bibliographic revision uniting the main concepts previously presented was done and a scheme uniting all variables was proposed. Two researches were ellaborated in São Paulo: one qualitative, exploratory aimed at examining the customer’s purchase process and thoughts about recall and another one quantitative, aiming to translate the following scales to portuguese: (a) the QMPR - Questionnaire for the Measurement of Psychological Reactance - from Merz (1983); (b) customer perceived value, measured by PERVAL, from Sweeney & Soutar (2001) and (c) the RQ (relationship quality) scale from Roberts et al (2003) and to introduce the relationship existent among them. The results indicate that the the recall does not pass unnoticed by the consumer. The consumer creates a memory and a knowledge of the consequences of the recall. Two consumer perspectives towards the recall were identified: one negative vision, more reactant, that apparently is more concerned with the disturbance caused by the process than with the potential risks of security itself, thus more propense to leave the automaker; and another one more positive, less reactant and that considers the process a responsible attitude from the producer, that transmits credibility and trust, thus more propense to stay with the automaker.

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