Impactos do processo de recuperação de serviços na satisfação de clientes no serviço de pagamento de títulos de um banco comercial
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Data
2021-11-29
Autores
Moura, Adriana Sodré Arruda de
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Universidade Estadual Paulista (Unesp)
Resumo
As falhas nos serviços e na sua recuperação surgem entre os principais fatores de perda de clientes no setor de serviços, e representam momentos críticos da verdade com o cliente, especialmente no setor bancário. Visando diferenciação e vantagem competitiva no mercado contemporâneo é necessário que as organizações adotem ações para minimizar ou anular seus efeitos na percepção de qualidade dos clientes. Nesse contexto, este trabalho tem por objetivo avaliar os requisitos de importância para a satisfação dos clientes no processo de recuperação de falhas de um serviço bancário e como eles podem ser categorizados de acordo com o Modelo de Kano, através de uma abordagem quantitativa – survey exploratória. De forma complementar, objetivou-se identificar as variáveis aplicadas no sistema de recuperação de falhas do serviço de “pagamento de títulos” em um banco comercial, por meio de abordagem qualitativa – estudo de caso. A análise de resultados foi realizada numa abordagem combinada de ambos os métodos através do uso da estratégia de triangulação. Foram atribuídos altos níveis de relevância a todas as 20 variáveis pesquisadas: acessibilidade, agilidade, reconhecimento, acolhimento, empatia, comunicação, recompensa e solução, ligados à recuperação do cliente; gerenciamento, formalidade, acompanhamento, melhoria, monitoramento, prevenção e aprendizagem, associados à melhoria do processo; e treinamento, propriedade, moral, avaliação e autonomia, associados aos funcionários. Também foi indicado alto potencial de impacto da ausência desses elementos em sua satisfação, uma vez que 15 das 20 variáveis foram categorizadas como “Obrigatório” (Modelo de Kano). Diferenças de frequência encontradas entre respostas dos participantes que passaram por experiência anterior de recuperação de falha no serviço de “pagamento de título” e os que não a vivenciaram na prática forneceram indícios de que essa vivência é fator moderador de sua avaliação, retratados pela maior valorização dos elementos estudados. Foi possível observar evidências de um gerenciamento de reclamações planejado, controlado e orientado à satisfação dos clientes, além de elementos no sentido de monitoramento do processo e prevenção a falhas. Demonstra cuidado da empresa na estruturação do design desse serviço aos seus clientes, e consequentemente, a posiciona em situação de vantagem em relação aos concorrentes.
Service failures and their recovery are among the main drivers of customer loss in the service industry, and represent critical moments of truth with the customer, especially in the banking industry. Aiming at differentiation and competitive advantage in the contemporary market, it is necessary for organizations to adopt actions to minimize or cancel their effects on customers' perception of quality. In this context, this work aims to evaluate the requirements of importance for customer satisfaction in the failure recovery process of a banking service and how they be categorized according to the Kano Model, through a quantitative approach - exploratory survey. In a complementary way, the objective was to identify the variables applied in the failure recovery system of the "bill payments" service in a commercial bank, through a qualitative approach - case study. The analysis of results was carried out in a combined approach of both methods through the use of the triangulation strategy. High levels of relevance were attributed to all 20 variables surveyed: accessibility, agility, recognition, reception, empathy, communication, reward and solution, linked to customer recovery; management, formality, follow-up, improvement, monitoring, prevention and learning, associated with process improvement; and training, ownership, morale, evaluation and autonomy associated with employees. A high potential impact of the absence of these elements on their satisfaction was also indicated, since 15 of the 20 variables were categorized as “Must-Be” (Kano Model). Frequency differences found between responses from participants who had a previous experience of recovery from failure in the “bill payments” service and those who did not experience it in practice provided evidence that this experience is a moderating factor in their assessment, portrayed by the greater appreciation of the elements studied. It was possible to observe evidence of a planned, controlled and customer satisfaction management of complaints, as well as elements in the sense of monitoring the process and preventing failures. It demonstrates the company's care in structuring the design of this service to its customers, and consequently, positions it at an advantage over competitors.
Service failures and their recovery are among the main drivers of customer loss in the service industry, and represent critical moments of truth with the customer, especially in the banking industry. Aiming at differentiation and competitive advantage in the contemporary market, it is necessary for organizations to adopt actions to minimize or cancel their effects on customers' perception of quality. In this context, this work aims to evaluate the requirements of importance for customer satisfaction in the failure recovery process of a banking service and how they be categorized according to the Kano Model, through a quantitative approach - exploratory survey. In a complementary way, the objective was to identify the variables applied in the failure recovery system of the "bill payments" service in a commercial bank, through a qualitative approach - case study. The analysis of results was carried out in a combined approach of both methods through the use of the triangulation strategy. High levels of relevance were attributed to all 20 variables surveyed: accessibility, agility, recognition, reception, empathy, communication, reward and solution, linked to customer recovery; management, formality, follow-up, improvement, monitoring, prevention and learning, associated with process improvement; and training, ownership, morale, evaluation and autonomy associated with employees. A high potential impact of the absence of these elements on their satisfaction was also indicated, since 15 of the 20 variables were categorized as “Must-Be” (Kano Model). Frequency differences found between responses from participants who had a previous experience of recovery from failure in the “bill payments” service and those who did not experience it in practice provided evidence that this experience is a moderating factor in their assessment, portrayed by the greater appreciation of the elements studied. It was possible to observe evidence of a planned, controlled and customer satisfaction management of complaints, as well as elements in the sense of monitoring the process and preventing failures. It demonstrates the company's care in structuring the design of this service to its customers, and consequently, positions it at an advantage over competitors.
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Palavras-chave
Recuperação de serviços, Falhas de serviços, Qualidade em serviços, Modelo de Kano, Satisfação de clientes, Lealdade dos clientes, Service recovery, Service failures, Quality in services, Kano Model, Customer satisfaction, Customer loyalty