Gerenciamento do relacionamento: a influência de reclamações em ambientes virtuais no comportamento do consumidor

Abstract

Customer relationship management is linked to business strategies focused on the customer, in which companies direct their actions towards consumer satisfaction. The present study aimed to investigate the impact that complaints in virtual environments have on consumer behavior. The research was based on the case study on the site ReclameAqui, in order to investigate the impact on consumer behavior when users of brands make complaints in virtual environments. To achieve the objectives, the method of bibliographic research, documentary research and field research was used. It was an exploratory research type, of a basic nature and with a qualitative approach, with 16 interviews being conducted, with a script. The results indicate that consumers conduct online surveys before making a purchase, that customers have greater tolerance for little-known brands when they do not get a solution to their complaints, companies have been looking for a better relationship with their customers and companies that serve all complaints are not necessarily well viewed by your customers.