VIEIRA, R. A.; VIEIRA, Renan Araújo.
Resumen:
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.
