| Revue: | BAR - Brazilian Administration Review |
| Base de datos: | CLASE |
| Número de sistema: | 000412629 |
| ISSN: | 1807-7692 |
| Autores: | Claro, Danny Pimentel1 Fragoso, Antonio Fabio Guena Reali1 Laban-Neto, Silvio Abrahao1 Claro, Priscila Borin de Oliveira1 |
| Instituciones: | 1Insper Instituto de Ensino e Pesquisa, Sao Paulo. Brasil |
| Año: | 2014 |
| Periodo: | Jul-Sep |
| Volumen: | 11 |
| Número: | 3 |
| Paginación: | 248-263 |
| País: | Brasil |
| Idioma: | Inglés |
| Tipo de documento: | Revisión bibliográfica |
| Enfoque: | Descriptivo |
| Resumen en inglés | Consumer complaints affect company market value and common sense suggests that a negative impact is expected. However, do complaints always negatively impact company market value? We hypothesize in this study that complaints may have a non - linear effect on market value. Positive ( e.g. avoiding high costs to solve complaints) and negative ( e.g. speedy and intense diffusion) tradeoffs may occur given the level of complaints. To test our non - linear hypothesis, a panel data was collected from cell phone service providers from 2005 to 2013 . T he results supported our tradeoff rationale. Low levels of complaints allow for companies to increase market value, while high levels of complaints cause increasing harm to market value. The sample, model and period considere d in this study, indicates a level of 0.49 complaints per thousand consumers as the threshold for a shift in trad e offs. The effects on market value become increasingly negative when trying to make reductions to move below this level, due to negative tradeoffs |
| Disciplinas: | Administración y contaduría |
| Palabras clave: | Administración de la producción, Mercadotecnia, Comportamiento del consumidor, Quejas, Atención al cliente, Satisfacción del cliente, Valor de marca, Costo-beneficio |
| Texte intégral: | Texto completo (Ver PDF) |
