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¿ES POSIBLE AUMENTAR LA SATISFACCIÓN DEL CLIENTE DESPUÉS DE UNA QUEJA?: LA PARADOJA DE RECUPERACIÓN DEL SERVICIO EN EL COMERCIO MINORISTA
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Los estudios sobre el cumplimiento de la Paradoja de Recuperación del Servicio son escasos y a veces contradictorios. Nuestro objetivo es verificar si se cumple dicha paradoja en el comercio minorista y analizar cómo varía según las características sociodemográficas del cliente y de su experiencia de compra. A través de una muestra de consumidores satisfechos con la solución de su queja, concluimos que no se cumple en este contexto y que la diferencia entre la satisfacción antes y después del problema está relacionada con dichas características.
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