Quality Evaluation Dimensions of Services with Negative Demand

Abstract

The state of negative demand relates to a target market that does not like the product, i.e., that

have feelings, beliefs and attitudes that generate purchase resistance. This paper aims to

investigate which evaluative dimensions are observed for a specific service with negative demand

(insurances), in such a way to identify the most important aspects in determining customer

satisfaction. The research type employed was the quantitative descriptive one, by means of the

survey method. Results showed that, using an exploratory factor analysis, four groups of

characteristics were identified and must be managed by the firm: attendance, image, trust and

Internet. Moreover, the regression analysis showed, in order of importance, what are the factors