ESTUDO SOBRE A RELAÇÃO ENTRE RECUPERAÇÃO DE SERVIÇOS E DESPERDÍCIO DE CLIENTES
DOI:
https://doi.org/10.5380/relainep.v14i27.102391Resumo
Este estudo examina a relação entre estratégias de recuperação de serviços e o desperdício de clientes, investigando como a efetividade desses esforços influencia a retenção, a satisfação e a lealdade do consumidor. A pesquisa realiza um mapeamento científico abrangente das abordagens teóricas e empíricas presentes na literatura, evidenciando que processos de recuperação bem estruturados podem reduzir significativamente a perda evitável de clientes ao restaurar a confiança e fortalecer o vínculo relacional. Em contraste, iniciativas fragmentadas ou insuficientes tendem a gerar benefícios limitados e podem até agravar a percepção negativa do serviço. O estudo discute implicações práticas para gestores e apresenta direções para pesquisas futuras, ressaltando a necessidade de abordagens proativas, personalizadas e alinhadas aos princípios da manufatura enxuta.
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