Ignore aqui: uma análise da comunicação das empresas de telefonia com mais reclamações

Abstract

The present research sought to investigate published comments about the champion companies of complaints registered on the Reclame Aqui website. Specifically, we sought to analyze how consumers are dissatisfied with telecommunications services in Brazil and how organizations deal with these complaints. Under a qualitative approach, with a technical document procedure and content analysis, 810 customer complaints were verified for three telecommunications companies in Brazil: Vivo (Cellular, Fixed, Internet, TV), Tim Celular and Claro. During two periods of six months each, the first in 2018 and the second in 2021-2022, telecommunications companies had a total of 106,440 complaints on the Reclame Aqui website for 2018 and 129,584 in the second period of analysis. Although Tim has shown improvement, it can still be concluded that the relationship of the three operators is not healthy for both parties. Consumers lose out once they suffer some damage related to their telephone network, and when they turn to the company's customer service center or, then, to complaint sites, they do not get any solution. In response, the negative experiences of these complainants reach current and potential customers who are increasingly taking into account the opinion of others when making their purchase decision.