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O tempo de espera como sinalizador de qualidade nos serviços : o caso da restauração
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Orientador(es)
Resumo(s)
Numa perspetiva empírico-teórica, esperar por um serviço é normalmente encarado pelo senso comum e pela literatura como potenciador de sentimentos e avaliações negativas. Por outro lado, a interpretação do tempo de espera como um fenómeno positivo é alvo de escassa abordagem. Esta investigação tentou preencher algo deste gap literário, tendo como objetivo principal perceber em que contextos o tempo de espera pode funcionar como sinalizador da qualidade de serviço, incrementando as expetativas do consumidor. A investigação foi delimitada ao setor da restauração baseando-se numa amostra de 172 participantes, solicitando-lhes que exprimissem os seus sentimentos e as suas expetativas acerca da qualidade do serviço em 4 diferentes cenários: 2(motivação: excelência; motivação: conveniência) x 2(tempo de espera: presente; tempo de espera: ausente).
Segundo alguma literatura existente, dependendo de vários fatores, como o contexto motivacional do consumidor, poderão existir efeitos positivos em fazer um consumidor esperar, incrementando as suas expetativas de qualidade.
Os resultados demonstraram que as motivações do consumidor tiveram um efeito direto nas expetativas com a qualidade e em alguns sentimentos por ele processados, para todos os cenários. No entanto, em apenas um cenário se pôde verificar o um efeito significativo dos sentimentos gerados pelo consumidor nas expetativas com a qualidade de serviço.
Os resultados obtidos poderão assumir relevância para o mundo dos negócios pois demonstram outra forma de lidar com a constante situação dos tempos de espera em serviços, havendo possibilidade para, em certas situações, os prestadores utilizarem o tempo de espera em seu benefício, aumentando as expetativas do consumidor.
From an empirical-theoretical perspective, waiting for a service is usually viewed, by common sense and literature, as enhancer of negative feelings and evaluations. On other hand, the interpretation of waiting time as a positive phenomenon is target of scarce approach. This research intended to fill a bit of this literary gap, being the main objective to understand in which contexts wait-ing time can act as a sign of service quality, increasing customer's expectations. The research was delimited to restaurant services and was based on a sample of 172 participants who were asked to express their feelings and expectations about the quality of a restaurant in 4 different scenarios: 2 (motivation: excellency; motivation: convenience) x 2 (waiting time: present; waiting time: absent). According to existing literature, depending on several factors such as motivational orientation of the consumer, there may be positive effects in making a customer wait for a service, increasing his expectations about the quality. Resuts showed that consumer motivations have direct effect on expectations with service quality and in some feelings processed by the customer, for all scenarios. However, there were only one scenario where we have seen a significant effect of consumer-generated feelings on expectations with service quality. The results obtained in this study may be relevant to the business world as they indicate another way of dealing with the constant situation of waiting times in services, with the possibility that, in certain situations, providers may use the waiting time in their benefit, increasing consumer expectations.
From an empirical-theoretical perspective, waiting for a service is usually viewed, by common sense and literature, as enhancer of negative feelings and evaluations. On other hand, the interpretation of waiting time as a positive phenomenon is target of scarce approach. This research intended to fill a bit of this literary gap, being the main objective to understand in which contexts wait-ing time can act as a sign of service quality, increasing customer's expectations. The research was delimited to restaurant services and was based on a sample of 172 participants who were asked to express their feelings and expectations about the quality of a restaurant in 4 different scenarios: 2 (motivation: excellency; motivation: convenience) x 2 (waiting time: present; waiting time: absent). According to existing literature, depending on several factors such as motivational orientation of the consumer, there may be positive effects in making a customer wait for a service, increasing his expectations about the quality. Resuts showed that consumer motivations have direct effect on expectations with service quality and in some feelings processed by the customer, for all scenarios. However, there were only one scenario where we have seen a significant effect of consumer-generated feelings on expectations with service quality. The results obtained in this study may be relevant to the business world as they indicate another way of dealing with the constant situation of waiting times in services, with the possibility that, in certain situations, providers may use the waiting time in their benefit, increasing consumer expectations.
Descrição
Mestrado em Marketing
Palavras-chave
tempo de espera motivações de consumo expetativas qualidade de serviço psicologia do consumidor waiting time consumption motivations expectations service quality consumer psychology
Contexto Educativo
Citação
Brito, Diogo Filipe Marques Salvador e (2018). "O tempo de espera como sinalizador de qualidade nos serviços : o caso da restauração". Dissertação de Mestrado, Universidade de Lisboa. Instituto Superior de Economia e Gestão.
Editora
Instituto Superior de Economia e Gestão