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Previous issue date: 2016-08-29 / This study sought to evaluate the reaction of other customers exposed to dysfunctional customer behavior in the context of services, moreover the impact of the acceptability of dysfunctional behavior over this reaction and the moderation of ethics and risk perception. There are no empirical studies on the relationship between exposure to dysfunctional customer behavior and the variables: acceptability, ethics, risk perception and the domino effect thus these objectives are interesting to marketing academics. To achieve the objectives, two experimental studies were performed with an online sample (n = 190). It was shown that the acceptability of the dysfunctional behavior as the individual ethical level impact the relationship between exposure to dysfunctional customer behavior and the likelihood of domino effect. The perception of risk directly impacts the likelihood of domino effect when the individual evaluates the behavior of another person. But when the individual evaluates his own behavior intention, the perception of risk impacts the domino effect only when associated with the acceptability of the dysfunctional customer behavior. For service managers these results are relevant because they demonstrate that consumers "learn" with others, therefore companies should emphasize to consumers how dysfunctional behaviors are unacceptable, pursuing to minimize the losses from dysfunctional customer behavior. / Este estudo buscou avaliar a rea??o de outros clientes expostos ao comportamento disfuncional do cliente (CDC) no contexto de servi?os, bem como o impacto da aceitabilidade do comportamento disfuncional nesta rea??o e a modera??o da ?tica e percep??o de risco. Estes objetivos s?o de interesse da academia pois n?o existem estudos emp?ricos sobre as rela??es entre a exposi??o ao CDC e as vari?veis aceitabilidade, ?tica, percep??o de risco e efeito domin?. Para que os objetivos pudessem ser atingidos, dois estudos experimentais foram realizados com uma amostra online (n=190). Comprovou-se que a aceitabilidade impacta na rela??o entre a exposi??o ao CDC e a probabilidade de efeito domin? bem como o n?vel de ?tica do indiv?duo. A percep??o de risco impacta diretamente a probabilidade de efeito domin? quando o indiv?duo julga o comportamento de outra pessoa. J? quando o indiv?duo julga sua pr?pria inten??o de comportamento, a percep??o de risco impacta o efeito domin? quando associada ? aceitabilidade do CDC. Para profissionais da ?rea de marketing esses resultados s?o relevantes pois demonstram que os consumidores ?aprendem? com outros, assim as empresas devem buscar enfatizar aos consumidores o quanto os comportamentos disfuncionais s?o inaceit?veis, tentando desta forma minimizar as perdas oriundas deste tipo de comportamento.
| Identifer | oai:union.ndltd.org:IBICT/oai:tede2.pucrs.br:tede/7089 |
| Date | 29 August 2016 |
| Creators | Telli, Denise Garcia |
| Contributors | Espartel, L?lis Balestrin |
| Publisher | Pontif?cia Universidade Cat?lica do Rio Grande do Sul, Programa de P?s-Gradua??o em Administra??o e Neg?cios, PUCRS, Brasil, Faculdade de Administra??o, Contabilidade e Economia |
| Source Sets | IBICT Brazilian ETDs |
| Language | Portuguese |
| Detected Language | English |
| Type | info:eu-repo/semantics/publishedVersion, info:eu-repo/semantics/masterThesis |
| Format | application/pdf |
| Source | reponame:Biblioteca Digital de Teses e Dissertações da PUC_RS, instname:Pontifícia Universidade Católica do Rio Grande do Sul, instacron:PUC_RS |
| Rights | info:eu-repo/semantics/openAccess |
| Relation | 3244129067093836374, 600, 600, 600, 4410494103952189146, 8024035432632778221 |
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