Qualidade percebida de serviços de assistência técnica em produtos eletroeletrônicos e suas implicações no comportamento pós-compra.

Abstract

The present study analyzes the evaluation of the customers about the perceived quality of the technical assistance services of electrical and electronic equipment, as well as their relationship with satisfaction, brand image and repurchase intention. From the theoretical literature on quality in services, a quantitative research of described character was carried out. The survey method was adopted with clients of an authorized technical assistance (n = 158). For purposes of analysis, descriptive statistics (measures of central tendency and dispersion) and inferential (exploratory factor analysis, correlation and mediation) were used. The results indicate that the general satisfaction of the client mediates the relationship between perceived quality of service and repurchase intentions. In this sense, it can be concluded that the relationship between perceptions of service quality and repurchase intentions only occurs through mediation by consumer satisfaction, or through the hierarchical satisfaction-image causal relationship. The work shows that customers perceive quality of service, and this, in turn, provides positive consequences for both the service provider and the manufacturer (repurchase intentions), as well as for the customer (satisfaction). Management implications are discussed and suggested future research directions.