Objetivo: Este estudo teve como objetivo investigar o impacto da participação inicial do consumidor na entrega de serviço e do engajamento do cliente sobre a recuperação de serviço cocriada, e como tal forma de reparação de falhas influi sobre a satisfação do consumidor pós-recuperação.
Design / Metodologia / Abordagem: Realizou-se uma pesquisa descritiva, de abordagem quantitativa a partir do método survey, com 189 consumidores brasileiros do setor de hospitalidade. Os dados foram analisados por meio da Modelagem de Equações Estruturais, por estimativa PLS.
Resultados: Os achados demonstram que as situações de recuperação não se tratam apenas de tratamentos para falhas decorrentes do processo de serviço, mas devem ser observadas como um processo social, em que os prestadores e consumidores precisam estar envolvidos para a obtenção de benefícios mútuos. Os resultados permitem inferir que o cliente altamente engajado e que participa da entrega inicial do serviço apresenta maior disposição para colaborar com o processo de recuperação.
Originalidade: A pesquisa investiga uma tipologia de recuperação de falhas de serviços que vem, atualmente, ganhando popularidade nos estudos sobre a temática. Além disso, incorpora dois antecedentes da recuperação cocriada que foram pouco explorados anteriormente, sobretudo, no contexto brasileiro, e que podem trazer informações pertinentes para eficientes reparações de falhas.
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A Revista Alcance é uma revista brasileira de livre acesso, com publicação quadrimestral, vinculada ao Programa de Pós-Graduação em Administração e Programa de Mestrado Profissional em Administração - Gestão, Internacionalização e Logística da Universidade do Vale do Itajaí – Univali. Procuramos publicar artigos de trabalhos teóricos-empíricos e tecnológicos nas áreas da Administração. Diferentes perspectivas teóricas e metodológicas são bem-vindas, desde que sejam consistentes e relevantes para o desenvolvimento da área.
