Reputação online e performance no Reclame Aqui: Um estudo comparativo no mercado de refrigeradores

Abstract

In the current digital era, analyzing consumer feedback and managing online reputation, especially through specialized complaint platforms, have become crucial strategic tools, integrating the customer's voice into continuous improvement processes and post-sales service management within the home appliance sector. Considering the consolidated influence of websites like Reclame Aqui on purchasing decisions in Brazil and the fierce competition among manufacturers, the problem arises of understanding how different leading and challenging brands manage their performance and handle publicly expressed dissatisfaction in this environment. This study aimed to comparatively analyze the performance and the nature of complaints directed at the Brastemp and Midea brands, focusing on refrigerators, on the Reclame Aqui platform. A qualitative-quantitative methodology was adopted, based on the collection and analysis of secondary data from the aforementioned website, including consolidated performance indicators (12-month period) and thematic content analysis of a representative sample (N=50 for each brand) of recent complaints (last 3 months). The results revealed distinct performances and profiles: Midea stood out by achieving the platform's maximum seal (RA1000), presenting a higher solution rate and faster average response time; Brastemp obtained an "Ótimo" (Great) seal, with a slightly higher repurchase intention rate but a lower solution rate and longer response time. The qualitative analysis elaborated on these findings, indicating that Midea, in the recent sample, showed a higher frequency of early functional defects and severe after-sales service failures, whereas Brastemp demonstrated more challenges related to its post-sales service network, durability/hidden defects, and aesthetic/finishing issues, offering a complex picture that goes beyond superficial metrics