Conexões emocionais e comportamentais: fatores que impactam a intenção de recompra em serviços de telecomunicações no Brasil

Abstract

This thesis aimed to analyze the interrelationships between service failures, emotional reactions, customer satisfaction, and negative word-of-mouth communication, with the goal of understanding how these factors impact repurchase intention in the context of telecommunications service provision. A theoretical model was proposed, based on structural equation modeling using the PLS-SEM technique, with the purpose of investigating consumers’ behavioral responses in the context of telecommunications service providers. The research adopts a quantitative approach, characterized as a descriptive and explanatory study, and involved 585 respondents, all consumers of telecommunications providers from different regions of Brazil. The results confirmed that service failures negatively impact emotions, word of mouth, and repurchase intention, with satisfaction acting as a key mediator of these effects. Positive emotions also played a mediating role, although with less influence. The study extends the Expectation-Confirmation Theory by integrating emotional and behavioral variables. From a practical perspective, it highlights the importance of effective customer experience management. The findings reinforce satisfaction as a central link between expectations, perceptions, and future behavior.