Este estudo constitui um grande auxílio para as empresas de serviços, visto que hoje-em- dia, as oportunidades de venda são mais escassas devido à elevada concorrência, pelo que as empresas devem primar pela excelência e quando não o conseguem devem saber a melhor forma de resolver prontamente os imprevistos que possam surgir.
Todas as investigações têm as suas limitações.
Em primeiro lugar, além da reduzida dimensão da amostra, trata-se de uma amostra por conveniência, o que não garante a sua representatividade. Logo, a generalização dos resultados deve ser feita com alguns cuidados.
Em segundo lugar, os inquiridos foram convidados a responder com base em situações reais, escolhidas por estes. Embora tal seja positivo por um lado, por outro não houve controlo sobre as situações escolhidas, o que também pode afetar a representatividade. Além disto, partiu-se do princípio que em todas as situações de reclamação relatadas houve ações de recuperação por parte da empresa com base no resultado e com base no processo, o que pode não ter acontecido necessariamente em todas as situações. Como tal, futuros estudos poderão seguir uma metodologia de investigação experimental com base em cenários de modo a garantir mais controlo sobre as condicionantes do estudo e manipular variáveis relevantes.
Em terceiro lugar, foram apenas considerados dois tipos de estratégias de recuperação genéricos, com base no processo e com base no resultado. No entanto, é possível especificar mais os tipos de recuperação - por exemplo Davidow (2000) nomeou seis dimensões a ter em conta no tratamento das reclamações: atenção, credibilidade, compensação, desculpa, facilitação e oportunidade - o que pode ser desenvolvido em futuros estudos. Igualmente questões como, o valor da compensação ou a forma como foi feito o pedido de desculpas não foram tidas em consideração neste estudo.
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Em quarto lugar, como condicionante do sucesso da recuperação foi apenas considerado o tipo de falha. No entanto, podem existir outras condicionantes, como o tipo de produto (bem ou serviço) ou a orientação do consumidor (resultado ou processo). Ainda considerando o tipo de falha, além do confronto resultado vs processo, é possível considerar falhas monetárias vs não monetárias, reversíveis vs irreversíveis, entre outras que futuros estudos poderão analisar.
Por fim, futuros estudos com amostras maiores e mais representativas, poderão desenvolver análises multi-grupo de forma a analisar o impacto que p.e. características dos consumidores como idade, género ou habilitações literárias têm no sucesso da recuperação de falhas de serviços.
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