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Publication
Investigação e Criação de um Programa de Fidelização Cliente para uma Oficina Automóvel
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| 10.16 MB | Adobe PDF |
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Advisor(s)
Abstract(s)
A fidelização de clientes desempenha um papel crucial para a competitividade e
sustentabilidade das empresas no setor automóvel, especialmente no serviço de após-venda.
Esta dissertação teve como objetivo conceber e implementar um programa de fidelização numa
oficina piloto, enquanto se analisou a evolução do mercado automóvel, o impacto do serviço
de após-venda e os fatores que influenciam a satisfação e a retenção de clientes.
A primeira parte do estudo apresenta o contexto atual do setor automóvel, destacando a
transição para os veículos eletrificados. Essa mudança implica a redução das manutenções
tradicionais e a necessidade de novas competências técnicas nas oficinas. Este trabalho expõe
também as diferenças entre oficinas de marca e oficinas independentes, com destaque para a
importância da confiança, conveniência e transparência como critérios decisivos na escolha da
oficina por parte do cliente.
A oficina Carby de Santa Maria da Feira foi selecionada para uma possível implementação do
programa de fidelização delineado. No primeiro trimestre (Q1), realizou-se a caracterização da
oficina através de uma análise SWOT, um estudo da concorrência e uma avaliação da qualidade
através de inquéritos realizados aos clientes da oficina, das avaliações da plataforma Google
MyBusiness, da taxa de retenção e dos indicadores de desempenho dos técnicos. O diagnóstico
revelou fragilidades ao nível dos prazos de entrega, horários e preços praticados.
No segundo trimestre (Q2), implementou-se o programa de fidelização delineado nesta
dissertação. O plano incluiu o alargamento de horários de funcionamento, campanhas sazonais,
ações de recuperação de clientes, introdução de ferramentas digitais (CitNow e Bolt), realização
de eventos de proximidade (dia do cliente), oferta de serviços complementares (lavagem e
check-up pré-IPO) e novas modalidades de pagamento (cartão cliente e Cofidis Pay).
No terceiro trimestre (Q3), mediram-se os resultados da intervenção através dos meios
utilizados para a avaliação inicial da qualidade da oficina. Em comparação com os dados do
primeiro trimestre (Q1), revelaram-se melhorias significativas na perceção da qualidade, na
satisfação e na retenção de clientes. Conclui-se que a fidelização e a satisfação dos clientes são
determinantes para a sustentabilidade das oficinas de marca. A transformação tecnológica e a
crescente pressão da concorrência exige inovação constante, modernização das infraestruturas
e investimento em estratégias de fidelização que combinem qualidade dos serviços com
proximidade ao cliente. A tendência positiva observada deverá manter-se e reforçar-se nos
próximos trimestres.
Customer loyalty plays a crucial role in the competitiveness and sustainability of companies in the automotive sector, especially in after-sales service. This dissertation aimed to design and implement a loyalty programme in a pilot workshop, while analysing the evolution of the automotive market, the impact of after-sales service and the factors that influence customer satisfaction and retention. The first part of the study presents the actual context of the automotive sector, highlighting the transition to electric vehicles. This change implies a reduction in traditional maintenance and the need for new technical skills in workshops. This study also highlights the differences between brand workshops and independent workshops, emphasising the importance of trust, convenience, and transparency as decisive criteria in the customer's choice of workshop. The Carby workshop in Santa Maria da Feira was selected for possible implementation of the outlined loyalty programme. In the first quarter (Q1), the workshop was characterised through a SWOT analysis, a study of the competition and a quality assessment through surveys of the workshop's customers, Google MyBusiness platform reviews, retention rates and technician performance indicators. The diagnosis revealed weaknesses in terms of delivery times, schedules and prices. In the second quarter (Q2), the loyalty programme outlined in this dissertation was implemented. The plan included extending opening hours, seasonal campaigns, customer recovery actions, introducing digital tools (CitNow and Bolt), holding local events (customer day), offering complementary services (washing and pre-MOT check-up) and new payment methods (customer card and Cofidis Pay). In the third quarter (Q3), the results of the intervention were measured using the same means used to assess the initial quality of the workshop. Compared with the first quarter (Q1), data revealed significant improvements in perceived quality, customer satisfaction and retention. It was concluded that customer loyalty and satisfaction are key to the sustainability of brand workshops. Technological transformation and growing competitive pressure require constant innovation, infrastructure modernisation and investment in loyalty strategies that combine service quality with customer proximity. The positive trend observed is expected to continue and strengthen in the coming quarters.
Customer loyalty plays a crucial role in the competitiveness and sustainability of companies in the automotive sector, especially in after-sales service. This dissertation aimed to design and implement a loyalty programme in a pilot workshop, while analysing the evolution of the automotive market, the impact of after-sales service and the factors that influence customer satisfaction and retention. The first part of the study presents the actual context of the automotive sector, highlighting the transition to electric vehicles. This change implies a reduction in traditional maintenance and the need for new technical skills in workshops. This study also highlights the differences between brand workshops and independent workshops, emphasising the importance of trust, convenience, and transparency as decisive criteria in the customer's choice of workshop. The Carby workshop in Santa Maria da Feira was selected for possible implementation of the outlined loyalty programme. In the first quarter (Q1), the workshop was characterised through a SWOT analysis, a study of the competition and a quality assessment through surveys of the workshop's customers, Google MyBusiness platform reviews, retention rates and technician performance indicators. The diagnosis revealed weaknesses in terms of delivery times, schedules and prices. In the second quarter (Q2), the loyalty programme outlined in this dissertation was implemented. The plan included extending opening hours, seasonal campaigns, customer recovery actions, introducing digital tools (CitNow and Bolt), holding local events (customer day), offering complementary services (washing and pre-MOT check-up) and new payment methods (customer card and Cofidis Pay). In the third quarter (Q3), the results of the intervention were measured using the same means used to assess the initial quality of the workshop. Compared with the first quarter (Q1), data revealed significant improvements in perceived quality, customer satisfaction and retention. It was concluded that customer loyalty and satisfaction are key to the sustainability of brand workshops. Technological transformation and growing competitive pressure require constant innovation, infrastructure modernisation and investment in loyalty strategies that combine service quality with customer proximity. The positive trend observed is expected to continue and strengthen in the coming quarters.
Description
Keywords
Customer loyalty Customer satisfaction Automotive after-sales Personalised attention Loyalty programmes Fidelização de clientes Satisfação de clientes Após-venda automóvel Atendimento personalizado Programas de fidelização