Antecedentes da Retenção de Clientes Pós-Falha e Recuperação de Serviços de Tecnologia da Informação em Ambientes Business-To-Business

Humberto Caetano Cardoso Silva, Marcus Augusto Vasconcelos Araújo, Marcos André Mendes Primo

Resumo


A competitividade dos mercados tem forçado as empresas a se tornarem cada dia mais eficientes e, neste contexto, as atividades relacionadas à Tecnologia da Informação (TI) são grandes aliadas, tornando-se um diferencial importante para se assegurar um crescimento sustentável. Desde a década de 90 tem sido cada vez mais comum a adoção de modelos de negócio nos quais as atividades de suporte de TI são prestadas por empresas terceirizadas, criando, assim, um relevante contexto de prestação de serviços B2B. Todavia, como ocorre com quaisquer serviços, a ocorrência de falhas na prestação de serviços de TI é inevitável, tornando vital, para as empresas prestadoras, a adoção de ações de recuperação eficientes, de forma a assegurar a manutenção de bons índices de confiança e comprometimento na relação cliente/fornecedor, reforçando e prolongando, assim, o relacionamento entre as duas empresas. Adicionalmente, para se assegurar a retenção dos clientes, é fundamental se avaliar, de forma concomitante, aspectos como o valor percebido e os custos de mudanças, de forma a ser possível gerenciar adequadamente o relacionamento com as empresas-clientes.  O propósito deste trabalho é apresentar um modelo teórico que evidencia como se dão as relações entre as variáveis confiança, comprometimento, custos de mudança e valor percebido pelos clientes, na sua retenção, em contextos de prestação de serviços terceirizados de TI, após a execução uma ação de recuperação de falhas de serviço. Ao final, são apresentadas 10 proposições teóricas, além de realizada uma discussão sobre a natureza dos construtos e das relações propostas.


Palavras-chave


Retenção, Tecnologia da Informação, Falhas de Serviço B2B, Marketing de Relacionamento.

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DOI: https://doi.org/10.5585/gep.v6i3.372

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Direitos autorais 2016 Humberto Caetano Cardoso da Silva, Marcus Augusto Vasconcelos Araújo, Marcos André Mendes Primo

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