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EL PAPEL DE LA EXPERIENCIA PREVIA Y LA JUSTICIA INTERPERSONAL EN EL SISTEMA DE RECUPERACIÓN DEL SERVICIO TRAS UN FALLO
THE ROLE OF PRIOR EXPERIENCE AND INTERPERSONAL JUSTICE IN DETERMINING CONSUMER BEHAVIOR AFTER A FAILURE
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Oscar Ney Aguilar Rojas, Carmina Fandos Herrera1
UNIVERSIDAD DE ZARAGOZA
Received 04 October 2012. Accepted 05 July 2013
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RESUMEN

Lograr que el 100% de los detalles contemplados en la totalidad de los servicios brindados satisfaga siempre a todos los consumidores es imposible. Esta insatisfacción se puede deber a que se ha producido un error en la entrega del servicio o a que la calidad del mismo no es la idónea de acuerdo con las expectativas del cliente. El objetivo de este trabajo es determinar qué grado de satisfacción global, satisfacción con el sistema de recuperación, expectativas de recuperación, percepción de gravedad del fallo y confianza en la empresa, puede tener un consumidor ante un fallo dependiendo del trato que se le ha brindado durante el proceso de recuperación y de la experiencia previa que tenga con el proveedor. A través de la metodología de experimentación aplicada al sector hotelero con una muestra de 352 usuarios, se obtienen resultados que permiten destacar la importancia de las características de la justicia interpersonal y del nivel de experiencia previa en las estrategias de recuperación tras el fallo en el sector servicios.

Palabras clave:
Justicia interpersonal
experiencia previa
fallo
ABSTRACT

Achieving 100% of the details referred in all the services provided to satisfy all consumers always is impossible. This dissatisfaction may be due to the occurrence of an error in the delivery of the service or the quality of this service is not ideal according to customer expectations. The aim of this study is to determine what level of satisfaction with the overall service, satisfaction with the recovery system, trust, perceived severity and recovery expectations may have a consumer to a service failure analyzing the influence they can exert in this process based on the number of past encounters with the provider and the interactional justice. Through experimentation methodology applied to the hotel sector with a sample of 352 users, the results obtained show the importance of interpersonal justice and prior experience in recovery strategies after failure in the service sector.

Keywords:
Interactional justice
prior experience
failure
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Autora de contacto: Carmina Fandos Herrera. Departamento de Dirección de Marketing e Investigación de Mercados. Universidad de Zaragoza. Facultad de Economía y Empresa (Campus Paraíso). C/ Dr. Cerrada, 2. 50005, Zaragoza.

La presente investigación ha sido elaborada en el marco del proyecto código: ECO2009-10157 y de la beca concedida por la Fundación Carolina.

Copyright © 2013. ESIC and AEMARK
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