O sonho acabou?

um estudo da teoria do prazer do consumidor em reclamações contra agências de viagens

Palavras-chave: Teoria do prazer do consumidor, Resolução de problemas, Interações interpessoais, Agências de turismo, Pandemia.

Resumo

Tomando por base a teoria do prazer do consumidor, o artigo examina o efeito da resolução de problemas e das interações interpessoais sobre o prazer do turista em episódios de reclamações. Um método misto é usado neste estudo. Primeiro, aplica-se análise de conteúdo para transformar o teor das mensagens em categorias quantificáveis e preestabelecidas pela literatura. Esses dados servem de insumo para a etapa subsequente, em que equações estruturais baseadas em mínimos quadrados parciais (PLS) são utilizadas, tomando dois grupos distintos. Um grupo é formado por reclamações ocorridas antes do COVID-19, e o outro composto por queixas emitidas durante a pandemia. É avaliado se a configuração fatorial e os coeficientes estruturais permanecem inalterados de um grupo para outro. São examinados 502 atos de reclamação contra agências de turismo. Dentre os resultados, um deles se destaca. O elemento humano é um fator-chave na formação de experiências prazerosas durante a pandemia. Agências de turismo precisam treinar seus funcionários para responderem apropriadamente as demandas desse período. Em épocas de contingências, o turista busca mais do que a real solução do caso e espera ser bem atendido pelos funcionários da linha de frente. Comportamentos futuros de turistas podem depender desse desempenho.

Biografia do Autor

Evadio Pereira Filho, Universidade Federal do Rio Grande do Norte (UFRN), Natal, RN.

Doutorando em Administração pela Universidade Federal do Rio Grande do Norte. Mestre em Administração pela Universidade Potiguar (UnP) e engenheiro de produção pela Universidade Federal do Rio Grande do Norte (UFRN). Professor do Instituto Federal da Paraíba (IFPB). Seus interesses de pesquisa incluem comportamento do consumidor, gestão de serviços, gestão da qualidade, gestão de operações e ergonomia.

Miguel Eduardo Moreno Añez, Universidade Federal do Rio Grande do Norte (UFRN), Natal, Rio Grande do Norte, Brasil.

Pós-doutorado em Administração Internacional pela École des Hautes Études Commerciales de Montréal, Canadá. Doutor em Administração de Empresas pela Fundação Getúlio Vargas (FGV/EAESP). Professor do Programa de Pós-Graduação em Administração na Universidade Federal do Rio Grande do Norte (UFRN), Natal, Brasil. Seus interesses de pesquisa incluem estratégia empresarial, cultura organizacional, estudos organizacionais, negócios internacionais e gestão de serviços.

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Publicado
02-01-2021
Seção
Chamada especial: Turismo e COVID-19