From dissatisfied customers to evangelists of the firmA study of the Spanish mobile service sector

  1. Jesús Cambra Fierro 1
  2. Iguácel Melero Polo 2
  3. F. Javier Sesé Oliván 2
  1. 1 Universidad Pablo de Olavide. España
  2. 2 Universidad de Zaragoza, España.
Revista:
Business Research Quarterly

ISSN: 2340-9444,  2340-9436

Año de publicación: 2014

Volumen: 17

Número: 3

Páginas: 191-204

Tipo: Artículo

DOI: 10.1016/J.CEDE.2013.10.001 DIALNET GOOGLE SCHOLAR lock_openAcceso abierto editor

Otras publicaciones en: Business Research Quarterly

Resumen

Este documento analiza más de cerca los factores que sirven como catalizadores para transformar a los clientes inicialmente insatisfechos en evangelistas de la empresa; es decir, clientes que difunden un boca a boca positivo sobre una empresa, sus productos y / o servicios, y los recomiendan a otros consumidores. Proponemos un modelo conceptual, arraigado en la teoría del marketing relacional, que identifica un conjunto de factores que permiten una mejor comprensión de los procesos de transformación del cliente de recuperación post-servicio. El modelo propuesto se prueba empíricamente en el contexto de los servicios de telecomunicaciones móviles utilizando un enfoque de modelado de ecuaciones estructurales. Nuestros hallazgos revelan que cuando las empresas son capaces de diseñar procesos efectivos de recuperación del servicio, donde los clientes perciben esfuerzo y justicia en el resultado, la insatisfacción inicial puede convertirse en lealtad a la marca, compromiso a largo plazo y, sobre todo, disposición para hablar positivamente sobre la empresa y sus productos. Finalmente, se discuten las principales implicaciones para la práctica del marketing .

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