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Queixa Digital: análise do setor das telecomunicações na rede social Facebook
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Abstract(s)
A presente dissertação consiste numa análise quantitativa ao sector das telecomunicações, focada no contexto das reclamações de falhas de serviços na rede social Facebook. Foram analisadas quatro empresas na rede social Facebook, sendo estas: Vodafone, Meo, Nos e Nowo. Este estudo foi realizado porque existe pouco conhecimento sobre a eficiência, eficácia e esforço das empresas no tratamento das reclamações online, principalmente no contexto das redes sociais, na perspetiva da justiça percebida dos clientes. Foram definidos dois objetivos. O primeiro objetivo é aplicado: diferenciar as empresas na sua eficiência através da comparação do esforço e eficácia. O segundo objetivo é fundamental: testar a hipótese de que a relação entre o esforço e a eficácia é moderada pela severidade do problema, no sentido da relação ser mais fraca quando o problema é maior.
Nesta investigação, o primeiro objetivo não se realizou devido aos mecanismos contra o abuso de envio de mensagens privadas que a rede social Facebook tem, originando desta forma bloqueio na conta do remetente. O segundo objetivo foi testado para a empresa MEO, na rede social Facebook. A moderação esperada é no sentido da relação, entre o esforço e a eficácia, ser mais fraca quando a severidade do problema é maior do que quando é menor. Depois da análise dos dados, observou-se que a baixa severidade contribui muito mais para o aumento da eficácia do que a alta severidade. Verificou-se igualmente que o alto esforço não contribui significativamente para o aumento da eficácia se a severidade do problema for alta.
The present dissertation is a quantitative analysis of the telecommunications sector, focused on the context of complaints of services failures, on the social network Facebook. Four companies were analyzed in the social network Facebook: Vodafone, Meo, Nos and Nowo. This study was conducted because there is little knowledge about the efficiency, effectiveness and effort of companies in the treatment of online compaints, especially in the context of social networks, from the perceived fairness by clients. Two objectives were defined. The first objective is applied: differentiating the companies in their efficiency through the comparison of effort and effectiveness. The second objective is fundamental: testing the hypothesis that the relationship between effort and effectiveness is moderated by the severity of the problem, in that the relationship is weaker when the problem is more severe. In this investigation, the first objective wasn´t realized due to the mechanisms agains the abuse of sending private mensagens that the social network Facebook has, originating in this way blocking the account of the sender. The second objective was tested for the company MEO, in the social network Facebook. The expected moderation effect is in the sense that the relationship between effort and effectiveness is weaker when the severity of the problem is greater than when it is minor. After the data analysis, it was observed that the low severity contributes much more to the increase of the effectiveness than the high severity. It has also been found that the high effort does not contribute significantly to increased effectiveness if the severity of the problem is high.
The present dissertation is a quantitative analysis of the telecommunications sector, focused on the context of complaints of services failures, on the social network Facebook. Four companies were analyzed in the social network Facebook: Vodafone, Meo, Nos and Nowo. This study was conducted because there is little knowledge about the efficiency, effectiveness and effort of companies in the treatment of online compaints, especially in the context of social networks, from the perceived fairness by clients. Two objectives were defined. The first objective is applied: differentiating the companies in their efficiency through the comparison of effort and effectiveness. The second objective is fundamental: testing the hypothesis that the relationship between effort and effectiveness is moderated by the severity of the problem, in that the relationship is weaker when the problem is more severe. In this investigation, the first objective wasn´t realized due to the mechanisms agains the abuse of sending private mensagens that the social network Facebook has, originating in this way blocking the account of the sender. The second objective was tested for the company MEO, in the social network Facebook. The expected moderation effect is in the sense that the relationship between effort and effectiveness is weaker when the severity of the problem is greater than when it is minor. After the data analysis, it was observed that the low severity contributes much more to the increase of the effectiveness than the high severity. It has also been found that the high effort does not contribute significantly to increased effectiveness if the severity of the problem is high.
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Keywords
Telecomunicações Reclamação Online Redes sociais Queixa digital