Um estudo de caso[1]

Isabel Pinho, Arménio Rego, Elisabeth Kastenholz

isabelpinho@ua.pt, armenio.rego@ua.pt, elisabethk@ua.pt

(recebido em 8 de Maio de 2008; aceite em 1 de Setembro de 2008)

Resumo. O estudo procura identificar os factores satisfacientes e insatisfacientes de clientes de websites entre os membros de uma instituição universitária portuguesa. O quadro inspirador é o clássico modelo motivacional bifactorial de Herzberg, que Zhang e von Dran (2000) transpuseram para o estudo da (in)satisfação com os websites. Foi inquirida uma amostra de 252 indivíduos. Os resultados sugerem que, embora haja factores conducentes tanto à satisfação como à insatisfação (factores mistos), alguns são claramente satisfacientes e outros inequivocamente insatisfacientes. A evidência empírica sugere que os construtores de websites não devem apenas evitar os factores de insatisfação, nem focalizar-se predominantemente nos conducentes à satisfação, antes devem actuar sobre ambos. Uma atenção especial deve ser dada aos factores mistos, devido ao seu duplo retorno.

Palavras-chave: Internet; modelo bifactorial de satisfação; satisfação dos utilizadores; qualidade dos websites.

Abstract. The study aims to identify satisfiers and dissatisfiers factors of website customers such as perceived by the members of a Portuguese University. It is inspired in the Herzberg’s classic bifactorial model of motivation, which was transposed by Zhang and von Dran (2000) to the analysis of (dis)satisfaction with websites. A sample comprising 252 individuals was collected. Results suggest that, though some factors induce both satisfaction and dissatisfaction, some are clearly satisfiers, whereas others are dissatisfiers. The empirical evidence suggests that website builders must not only avoid dissatisfying factors, nor mainly focus on those aspects leading to satisfaction, but rather act on both factors. 

Keywords: Internet; bifatorial model of satisfaction; users’ satisfaction; websites quality.

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1 Universidade de Aveiro, Departamento de Economia, Gestão e Engenharia Industrial