Consecuencias de la insatisfacción del consumidorun estudio en servicios hoteleros y de restauración

  1. Bigné Alcañiz, José Enrique
  2. Currás Pérez, Rafael
  3. Sánchez García, Isabel
Revista:
Universia Business Review

ISSN: 1698-5117

Año de publicación: 2010

Número: 28

Páginas: 78-100

Tipo: Artículo

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Otras publicaciones en: Universia Business Review

Resumen

El objetivo general de esta investigación es analizar si las respuestas comportamentales de los consumidores ante un servicio insatisfactorio difieren en función de las emociones que éstos experimentan. En concreto, se analiza la influencia del enfado y del arrepentimiento sobre el comportamiento de queja del consumidor, su comportamiento post-compra y la importancia que concede a posibles estrategias de restitución del servicio que puede desarrollar la empresa. Apoyados en los resultados de un estudio empírico en hoteles y restaurantes, se puede concluir que tanto sujetos enfadados como arrepentidos no regresan a la empresa, hablan negativamente de la misma y valoran de forma similar el desarrollo de diversas estrategias de recuperación del servicio. Sin embargo, los sujetos enfadados tienden a quejarse más, mientras que los consumidores arrepentidos son más comprensivos con los empleados de la organización.

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