The use of framing of affect or reason in communications in a services failure recovery scenario in education

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Flavio Santino Bizarrias
Jussara Goulart da Silva
Marlette Cassia Oliveira Ferreira
صندلی اداری

Abstract

The study of decision-making of people has its origins in economic theory, with a more rational approach. However, several studies have shown that decision-making follows also an emotional model. In great part, decisions are influenced by information we receive through communication framing. In education, students decisions are largely affected by the information they receive through communication issued by the service provider. In a scenario of service failure recovery the influence of emotional or rational messages is little studied. The motivation of this study is the absence of works relating attitudes to services when failure recovery occurs in higher education services, particularly when the framing of the communication signals some position to students, aiming to persuade them. The results showed that rational communication was more effective than emotional ones. It was also found that interpersonal influences tends to reduce positive responses from students to HEI communication strategy, though a moderation process.

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Author Biographies

Flavio Santino Bizarrias, Universidade Nove de Julho

PhD in Business Administration at Universidade Nove de Julho, is also Master in Business Administration. Specialist in Marketing and Services Marketing. Has research interest in consumer behavior, dual attitudes and brands, as well as social factors influence on consumers. Currently is professor of higher education at Universidade Nove de Julho, at graduate and MBA courses. Worked as marketing analyst at national and multinational companies

Jussara Goulart da Silva, Universidade Federal de Uberlândia

PhD in Administration from the University of Nove de Julho (UNINOVE), Bachelor of Business Administration from the Educational Institute of Assis (IEDA), Specialist in Marketing Administration from the Euripides Soares da Rocha Foundation (UNIVEM) and Master of Business Administration from the Federal University of Paraná (UFPR) . She is currently an effective professor at the Federal University of Uberlândia (UFU) in the Administration course, working in the Marketing area

Marlette Cassia Oliveira Ferreira, Instituto Federal de Educação

PhD in Business Administration from UNINOVE and Interdisciplinary Master in Administration, Communication and Education. He holds a degree in Social Communication, a degree in Advertising and Publicity, a degree in General Administration and a degree in Pedagogy. He mainly works in the following subjects: marketing, consumer behavior, retail, emotion, crowding and coping.

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