A quebra do contrato psicológico e a retaliação do turista: Queixa e WOM negativo
DOI:
https://doi.org/10.57883/thij9(1)2017.30428Palavras-chave:
Satisfação, Quebra do contrato psicológico, Intenção de compra, Queixa vingativaResumo
A Quebra do Contrato Psicológico, baseado nas expectativas do consumidor, é um potencial promotor de Comportamentos de Retaliação através das queixas formais e Word-of-Mouth negativo. Tendo como contexto um circuito turístico de uma Universidade Pública, realizou-se um estudo empírico, com um questionário online, resultando numa amostra de 219 inquiridos. Com recurso à modelação de equações estruturais, concluímos que a Quebra do Contrato Psicológico, influencia a Intenção de Compra e o Word-of-Mouth negativo. Os resultados obtidos ajudam ao reconhecimento da importância da gestão de expectativas dos turistas, sabendo que cada vez mais estas se formam no contexto de redes sociais, aplicações de partilhas de experiências ou outros suportes não geridos pelas instituições. Paralelamente verifica-se uma relação negativa entre as quebras do Contrato Psicológico e as Queixas em formatos convencionais como o livro de reclamações, o que se explicará pela troca dessas opções pelo Word-of-Mouth eletrónico negativo.
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Direitos de Autor (c) 2023 This work is licensed under a Creative Commons - Attribution 4.0 International (CC BY 4.0)
Este trabalho encontra-se publicado com a Licença Internacional Creative Commons Atribuição 4.0.
Este trabalho encontra-se publicado com a Licença Internacional Creative Commons Atribuição 4.0.
