A insatisfação nos serviços: comparando formas pessoais e impessoais de decepção no atendimento
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2004
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Ayrosa, Eduardo André Teixeira
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The growth of the role played by technology in the interaction between companies and clients, as well as the number of services based on technology, have rapidly changed interpersonal relations and, in some cases, eliminating them completely. On the other hand, technology has drastically led to the increase of the number of encounters between consumers and businesses, which increases the importance of the topic. This paper's goal is to study the dissatisfaction of consumers caused by deception disappointments. That dissatisfaction will be approached when it happens at two leveis of interaction between consumers and service providers, describing and comparing such incidents at personal and impersonal customer service the latter in the case of new technologies provided by service providers. The data analyzed was collected through netnography, or Internet-based ethnography, adapted to the study of online communities, which is new methodology in qualitative research in which the goal is to study cultures and communities that have been created by computer-based communications, as proposed by Kozinets (2002). By analyzing the reports, we tried to analyze the background and consequences of consumer dissatisfaction deception or disappointment by analyzing, describing and comparing them. We concluded that failures are the biggest source of dissatisfaction for both types of consumers, in addition to other similarities found; that consumers who seek personal customer service demand warmer treatment; customers who seek service through new technologies are less tolerant of failures; and that both types of consumers resort to means other than the means that caused the deception disappointment to try to solve their problems.