Comportamento do consumidor após falhas em serviços: uma pesquisa com usuários de planos de saúde

Abstract

This dissertation presents an investigation into conduct post-customer dissatisfaction health services and factors that affect this behavior. Data from the main regulatory agency, the ANS (National Agency of Supplemental Health), has shown an increase in the rate of consumer complaints of health plans. Although several studies in marketing investigate the behavior of customer dissatisfaction in services, there is a paucity of research regarding the behavior after service failure in the context of health services. The objective of this research was to identify the main causes of dissatisfaction in client health plans and investigate the influence of these factors on future customer behavior in terms of continuing the plan, change plans and recommend whether or not the plan for others. To achieve these goals, we conducted a survey research cross-sectional sample of 225 consumers with health plans and individual business. The study is delimited to the south region of Brazil, Rio Grande do Sul, with a focus on capital Porto Alegre and its metropolitan area, for accessibility reasons, but can be extended to other capitals in future projects. As main conclusions, satisfaction with the resolution of the problem influences the accumulated satisfaction, user be staying in customer service, and does not claim to hold firm. Already the "word of mouth" is influenced by negative users aged 41 years or older, and even pretend to complain formally have bigger chances with women.