Made available in DSpace on 2014-12-17T13:53:15Z (GMT). No. of bitstreams: 1 TaniaRN.pdf: 4309086 bytes, checksum: 892e6f5acf3243a43697715d1b7c1b46 (MD5) Previous issue date: 2007-09-06 / Consumer dissatisfaction, when properly handled, is a significant information source for the manager. Studies in this area allow broadening the understanding of certain customer attitudes and behaviors, such as loyalty, repurchase intention or satisfaction and trust increase. Above and beyond supporting consumer feedback, dissatisfaction can provide significant opportunities for organizational learning. Starting from dissatisfied customer information, companies can detect service flaws and develop new products. This work presents the results of an investigation on the behavior of businesses belonging to the hotel sector in Natal, RN, through the dissatisfaction of their customers. We have sought to map the main problems presented by customers to hotels, in the perception of managers and employees, as well as to understand both the process of dissatisfactionrelated data collection, analysis, and processing, and the utilization of such information by businesses. Beyond this, we have compared the habits of organizations to the company reaction approaches described in the literature: Complaint Handling, Complaint Management, and Dissatisfaction Management. The used methodology has been based on case study. Data was collected via indepth interviews with managers and employees in six hotels, two independent ones and four belonging to national and international hotel networks. We have also made use of documents provided by the organizations, such as guest complaint registers and reports from satisfaction surveys on which content analysis was subsequently performed. The results of the investigation point to a high level of awareness in the companies concerning the importance of consumer dissatisfaction. Even though the maximum grade in the procedure scale is not achieved, it has been observed that answer to dissatisfaction is given in planned and systematic form, geared towards consumer satisfaction and improvement of products and processes. Hotel businesses still have to look into other possibilities for mapping consumer dissatisfaction, which implies, among other aspects, articulation with a range of public and private organizations in such a way as to guarantee sustainability of touristic activities in the long term / A insatisfa??o do consumidor, devidamente tratada, ? uma significativa fonte de informa??o para o gestor. Os estudos nessa ?rea permitem ampliar a compreens?o de determinadas atitudes e comportamentos do cliente, como a lealdade, a inten??o de recompra e o aumento da satisfa??o e da confian?a. Al?m de permitir o feedback dos consumidores, a insatisfa??o pode fornecer oportunidades significativas de aprendizado organizacional. A partir das informa??es de clientes insatisfeitos, as empresas podem detectar falhas nos servi?os e desenvolver novos produtos. Este trabalho apresenta os resultados de uma investiga??o sobre o comportamento adotado por empresas do setor hoteleiro em Natal, RN, mediante a insatisfa??o de seus clientes. Buscou-se mapear os principais problemas apresentados pelos consumidores aos hot?is, na percep??o de gestores e funcion?rios, bem como compreender o processo de coleta, an?lise e tratamento dos dados relacionados ? insatisfa??o e a utiliza??o de tais informa??es pelas empresas. Al?m disso, procurou-se relacionar as pr?ticas organizacionais ?s abordagens de resposta das empresas encontradas na literatura: Tratamento da Reclama??o, Gest?o da Reclama??o e Gest?o da Insatisfa??o. A metodologia empregada foi o estudo de caso. Os dados foram coletados atrav?s de entrevistas em profundidade com gerentes e funcion?rios em seis hot?is; dois independentes e quatro pertencentes a redes hoteleiras nacionais e internacionais. Foram utilizados tamb?m documentos cedidos pelas organiza??es, como registros de reclama??o de h?spedes e relat?rios de pesquisas de satisfa??o, posteriormente submetidos ? an?lise de conte?do. Os resultados da pesquisa apontam para um n?vel de conscientiza??o elevado nas empresas sobre a import?ncia da insatisfa??o do consumidor. Apesar de n?o atingir o n?vel m?ximo na escala de procedimentos, observa-se que a resposta ? insatisfa??o acontece de forma planejada e sistem?tica, orientada para a satisfa??o do consumidor e melhoria de produtos e processos. As empresas hoteleiras devem ainda atentar para outras possibilidades de mapeamento da insatisfa??o do consumidor, o que implica, dentre outros aspectos, a articula??o com uma gama de organiza??es p?blicas e privadas, de forma a garantir a sustentabilidade da atividade tur?stica em longo prazo