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Advisor(s)
Abstract(s)
Um cliente procura produtos e serviços com qualidade, a um preço que reflita o seu valor, e com disponibilidade em tempo útil. Por seu lado, uma empresa apenas sobrevive se fornecer produtos e serviços capazes de satisfazer os seus clientes e conseguir a lealdade destes, o que acontece apenas se conseguir satisfazer ou ultrapassar as expetativas dos consumidores relativamente a um produto ou serviço. É o cliente que tem sempre a última palavra sobre se a sua experiência de consumo teve ou não qualidade, e consequentemente sobre o seu nível de satisfação.
A literatura mais recente sobre a satisfação do cliente foca-se cada vez mais no comportamento do consumidor após a experiência do consumo. Os clientes são cada vez mais exigentes e informados, e dispõem de uma oferta progressivamente mais ampla. Como tal, as empresas tendem a focar-se mais no estudo da satisfação do cliente, quer a nível quantitativo quer a nível qualitativo, tornando-se essencial conseguir medir essa satisfação e perceber não apenas as implicações da satisfação, mas igualmente as consequências da insatisfação. Neste âmbito, as atividades após-venda assumem um importante contributo nesta análise, pois constituem-se elas próprias como um elo de ligação com o consumidor e um fator de diferenciação inerente ao produto ou serviço oferecido.
O setor automóvel vive uma época de forte competitividade e transformação, em que, mais concretamente nas áreas de comercialização e reparação automóvel, as atividades após-venda representam uma parte significativa da sua atividade e dos seus proveitos.
É com base na pertinência do tema da satisfação e do momento vivido no setor automóvel que surge esta dissertação, a qual se propõe efetuar um estudo sobre a satisfação dos clientes de um concessionário de uma conhecida marca automóvel, nomeadamente focado nas atividades após-venda. O estudo orientar-se-á pelas principais atividades críticas para a satisfação do cliente, retirando-se do mesmo sugestões de melhoria a serem potencialmente incorporadas nos processos, procedimentos e organização da empresa em análise.
A customer seeks goods and services with quality, at a price that reflects their value, and available in a timely manner. On the other side, a company can only survive if it supplies goods and services that satisfy their customers and gains their loyalty, which only happens if it can meet or exceed consumers' expectations of a product or service. The customer always has the last word on whether or not its consumption experience had quality, and consequently its level of satisfaction. The most recent literature on customer satisfaction presents a deeper focus on the consumer behavior after the consumption experience. Customers are becoming more demanding and informed, and they have an increasingly wide range of products and services available. Hence, companies are increasingly focused on the study of customer satisfaction, both quantitatively and qualitatively, being essential to measure the satisfaction and to understand not only the implications of satisfaction, but also the consequences of dissatisfaction. In this context, after-sales activities play an importante role in this analysis, as they may serve themselves as a link with the consumer and a factor of differentiation inherent to the product or service offered. The automotive industry is experiencing a period of strong competition and transformation, in which, specifically in the areas of car sales and repairs, after-sales activities represent a significant part of its activity and profits. This research work arises from the pertinence of the subject of satisfaction and the moment lived by the automotive industry, which aims to carry out a study on the satisfaction of the customers of a dealer of a well-known automobile brand, specifically focused on the after-sales activities. The study will be guided by the main critical activities for customer satisfaction, from which one will try to take some improvement suggestions to be potentially incorporated in the processes, procedures and organization of the company under analysis.
A customer seeks goods and services with quality, at a price that reflects their value, and available in a timely manner. On the other side, a company can only survive if it supplies goods and services that satisfy their customers and gains their loyalty, which only happens if it can meet or exceed consumers' expectations of a product or service. The customer always has the last word on whether or not its consumption experience had quality, and consequently its level of satisfaction. The most recent literature on customer satisfaction presents a deeper focus on the consumer behavior after the consumption experience. Customers are becoming more demanding and informed, and they have an increasingly wide range of products and services available. Hence, companies are increasingly focused on the study of customer satisfaction, both quantitatively and qualitatively, being essential to measure the satisfaction and to understand not only the implications of satisfaction, but also the consequences of dissatisfaction. In this context, after-sales activities play an importante role in this analysis, as they may serve themselves as a link with the consumer and a factor of differentiation inherent to the product or service offered. The automotive industry is experiencing a period of strong competition and transformation, in which, specifically in the areas of car sales and repairs, after-sales activities represent a significant part of its activity and profits. This research work arises from the pertinence of the subject of satisfaction and the moment lived by the automotive industry, which aims to carry out a study on the satisfaction of the customers of a dealer of a well-known automobile brand, specifically focused on the after-sales activities. The study will be guided by the main critical activities for customer satisfaction, from which one will try to take some improvement suggestions to be potentially incorporated in the processes, procedures and organization of the company under analysis.
Description
Keywords
Satisfação do cliente Qualidade Melhoria Processos Customer satisfaction Quality Improvement Processes