Efetividade da reclamação realizada pelo consumidor brasileiro em serviços financeiros e varejo

Abstract

In recent years, it has been observed that Brazilian consumers have been complaining more, in pursuit of measures that contribute to the guarantee and protection of their rights. These complaints occur through various means, such as specific consumer complaint websites, customer service departments, Consumer Protection Agencies, Judicial Authorities. However, despite the large number of complaints, little is known about the effectiveness of these complaints. In this context, this paper proposes to verify the relationship between the effectiveness of the complaints made by Brazilian consumers, with Perceived Justice and the Repatronage Intention, having as antecedent the attitude of complaint. A descriptive survey was conducted and the data source was a survey given to 306 consumers who made complaints in the financial service and retail market areas, since they are considered those that produce the highest complaint rates. The theoretical model was adapted from Blodgett et al. (1933) and Santos and Fernandes (2008), with the addition of the latent variable Effectiveness of Complaint. SPSS and SmartPLS software were used for the analysis of the research data, the latter using the technique of structural equations modelings by means of partial least squares. In the proposed model, the latent variable Perceived Justice is treated as antecedent to the Effectiveness of the Complaint construct, while the Repatronage Intention, as consequent, in addition to Perceived Justice being antecedent to the Repatronage Intention. It is perceived that a strong relationship exists between Perceived Justice and Effectiveness of Complaint and between Perceived Justice and Repatronage Intention. The study further reveals that consumers by adopting the pro-complaint stance, take into account the importance of the product rather than the likelihood of a complaint being successful.