Recibido 20 Julio 2011. Aceptado 03 Mayo 2012
Información del artículo
RESUMEN
En la literatura de marketing de servicios es conocida la importancia de la interacción entre el personal de primera línea y el cliente. A pesar de esto, son escasas las investigaciones que se centran en las consecuencias del aspecto social de la interacción, y más concretamente, en el trato social dispensado por el empleado. Este trabajo analiza la influencia de la “consideración social” llevada a cabo por el empleado de servicios sobre la calidad de la relación entre la empresa de servicios y cliente (medida a través de su satisfacción, confianza y boca a boca). Además, se examina el efecto moderador del tipo de servicio (de experiencia vs. de creencia) sobre las relaciones anteriores. Los resultados tienen importantes implicaciones para los investigadores y la dirección de la empresa.
Palabras clave:
Consideración social hacia el cliente
servicios de experiencia
servicios de creencia
ABSTRACT
In services marketing literature the relevance of the interaction between the frontline employee and the customer is well known. However, research focused on the consequences of the social aspect of the interaction are scarce, and more specifically, on the treatment given by the employee. This research analyzes the influence of the service employee social regard behavior on the customer-firm relationship quality (measured through his/her satisfaction, trust and word of mouth). Moreover, the moderating effect of the type of service (experience versus credence services) on the aforementioned relationships is evaluated. Results have mayor implications for both researchers and practitioners.
Keywords:
Social regard
experience services
credence services
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Los autores agradecen a la Cátedra Cajamurcia la financiación de este estudio.
Autora de contacto: Profesora Ayudante Doctora. Departamento de Comercialización e Investigación de Mercados. Facultad de Economía y Empresa. Universidade de Murcia. Campus de Excelencia Internacional Regional “Campus Mare Nostrum”. Campus de Espinardo. Murcia 30100.
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