Análisis de los procesos de recuperación del servicio en el sector de telefonía móvil

  1. Cambra-Fierro, Jesús
  2. Berbel Pineda, Juan Manuel
  3. Ruiz Benítez, Rocío
  4. Vázquez Carrasco, Rosario
Revista:
Cuadernos de economía y dirección de la empresa

ISSN: 1138-5758

Año de publicación: 2011

Volumen: 14

Número: 3

Páginas: 173-184

Tipo: Artículo

DOI: 10.1016/J.CEDE.2010.12.002 DIALNET GOOGLE SCHOLAR lock_openDialnet editor

Otras publicaciones en: Cuadernos de economía y dirección de la empresa

Objetivos de desarrollo sostenible

Resumen

Los fallos pueden ocurrir incluso en empresas excelentes. Sin embargo, la literatura ha mostrado que una buena gestión de los procesos de recuperación del servicio permite conseguir un nivel interesante de satisfacción percibida por el usuario. Una profunda revisión de la literatura especializada ha identificado que todavía existen importantes brechas respecto a: i) la percepción de justicia y su impacto en la satisfacción con la recuperación del servicio y con la lealtad, ii) la consideración individual y conjunta de la lealtad actitudinal y comportamental, y iii) los vínculos entre la satisfacción con la recuperación del servicio y la lealtad del cliente, lo que contribuiría a enriquecer la comprensión de la efectividad de las acciones de recuperación del servicio. Este estudio analiza la situación del sector de telefonía móvil en España. Los resultados indican que los procesos de recuperación repercuten en la satisfacción percibida por el usuario y su predisposición hacia la lealtad. Sin embargo, también identificamos que en la práctica las empresas parecen no apostar decididamente por esta alternativa, al menos desde el punto de vista del cliente. ¿Por qué?

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