MODERATOR ROLE OF THE CONSEQUENCES IN THE RELATIONSHIP BETWEEN TRUST AND ITS ANTECEDENTS AND CONSEQUENCES

• Main Authors: Mellina da Silva Tertes, Cristiane Pizzutti dos Santos
• Format: Article
• Language: Portuguese
• Published: Emerald Publishing 2015-08-01
• Series: REGE Revista de Gestão
• Subjects: Confiança, Afeto, Cognição, Intenções de Continuidade do Tratamento, Boca a Boca, e busca por uma Segunda Opinião.
• Online Access: http://www.revistas.usp.br/rege/article/view/102657

<p>Individuals in their day-to-day are demanded to make choices in contexts of services with mild and severe<br />consequences. Decisions with severe consequences are difficult situations where choices are dilemmas that<br />cause stress and severe emotional reactions (botti et al, 2009; Kahn, luce, 2003). The mild decisions, in turn,<br />involve situations that represent a low risk and uncertainty to decision maker. However, despite the<br />differences seen in the literature, the consequences of decisions - mild and severe - have rarely been seen in<br />consumer behavior studies. This theoretical essay aims to investigate the moderator effect of the<br />consequences of the exchange of relations between trust and its antecedents and consequences in the context<br />of provision of medical services. Consumer confidence plays a key role, especially in situations of severe<br />changes, as it reduces the perception of risk, since it helps the individual to form consistent expectations<br />regarding the service provider. Comparing exchanges with mild versus severe consequences, affection will<br />have a greater impact on confidence in exchanges with severe consequences comparing with mild<br />exchanges. In turn, the cognition effect will be moderated by the type of exchange, because it is believed that<br />in both exchanges, with mild and severe consequences, cognition will play an important role in reducing<br />uncertainty and increasing confidence. Regarding the consequences of confidence, it is believed that the<br />more severe are the consequences of the exchanges, the strongest will be the relationship between trust and<br />the treatment continuity intent, word-of-mouth and search for a second opinion.</p>