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La formación del comportamiento de queja del consumidor: una investigación exploratoria en usuarios de restaurantes

Innovar: revista de ciencias administrativas y sociales, ISSN 0121-5051, Vol. 18, Nº. 31, 2008, pags. 29-44 01/2008;
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ABSTRACT La investigación que se presenta aborda el proceso de formación del comportamiento de queja del consumidor. El objetivo general es profundizar en la naturaleza de este tipo de respuesta a la insatisfacción, describiendo su formación a partir de la contribución de un conjunto de variables investigadas en la literatura. Partiendo de que el comportamiento de queja agrupa tres tipos de respuestas (de queja, a terceras partes y privadas), analizamos el efecto que tiene el nivel de insatisfacción, la probabilidad de éxito de la queja, la importancia de la situación y las actitudes hacia la queja. Las relaciones causales estudiadas entre estos determinantes y los comportamientos de queja han permitido identificar las variables que ejercen mayor influencia en cada tipo de respuesta a la insatisfacción.

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