Información del artículo
Resumen
El objetivo de este trabajo es explorar los factores y circunstancias que llevan a los clientes a abandonar a su proveedor de servicios cambiándolo por un proveedor alternativo. Observaremos si el comportamiento de la empresa tras el fallo puede llegar a reducir la tasa de abandono, así como el efecto de determinadas variables situacionales como la presencia de barreras al cambio y de alternativas atractivas. El modelo propuesto se contrasta utilizando una muestra de consumidores de servicios financieros que experimentaron algún tipo de fallo. Los resultados muestran que, si bien la insatisfacción tras el fallo tiene un efecto importante en la probabilidad de abandono de los clientes, existen otros factores relevantes tales como la respuesta de la empresa a la queja, las barreras al cambio negativas, la ausencia de alternativas atractivas y la antigüedad de la relación. Por ultimo, los resultados revelan que las barreras de cambio positivas moderan la relación entre la satisfacción con la respuesta a la queja y el comportamiento de abandono de los clientes.
Palabras clave:
fallos y recuperaciones de servicio
abandono
barreras al cambio
Summary
The aim of this paper is to explore the factors and circumstances which drive customers to leave their service provider and change it for an alternative one. We will observe whether the company's behavior can reduce the defection rate or not, as well as the effect of specific situational variables like the presence of switching barriers or the attractiveness of alternatives. The proposed model is tested on a sample of financial services customers who suffered some type of failure. The results indicate that, although dissatisfaction after the failure has an important effect on the likelihood of customers’ defection, there are other relevant factors like the company's response to the complaint, negative switching barriers, lack of alternative attractiveness and relationship age. Finally, the results show that positive switching barriers moderate the relationship between satisfaction with the complaint handling and the customers’ defection behavior.
Keywords:
service failure and recovery
defection
switching barriers
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