Revista Reuna
SATISFAÇÃO DO CONSUMIDOR: PERCORRENDO DIFERENTES PERSPECTIVAS TEÓRICAS
Resumo
Embora amplamente exploradonas pesquisas científicas voltadas para o estudo do comportamento do consumidor, o constructo satisfação ainda carece de consolidação teórica, considerando que diferentes autores tendem a se basear em perspectivas bastante distintas para operacionalizá-lo em suas pesquisas. Por isso, este trabalho teve como objetivo mapear as diferentes perspectivas teóricas que são adotadas no estudo da satisfação do consumidor. Depois de concluir a revisão teórica proposta, constatou-se a existência de cinco paradigmas: desconfirmação das expectativas, desempenho percebido, ausência de arrependimento, equidade percebida na comparação social e emoções despertadas durante e após o consumo. Cabe acrescentar que tais perspectivas não são mutuamente excludentes e, por isso, devem ser utilizadas de maneira complementar nas pesquisas sobre o tema. A principal contribuição deste estudo reside na ampliação da discussão voltada ao constructo satisfação do consumidor, apresentando uma abordagem holística sob a ótica do Marketing para sua operacionalização
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