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Experiência do cliente: a relevância dos pontos de contacto ao longo da jornada do cliente
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Esta dissertação analisa como os pontos de contacto críticos da jornada de compra influenciam a experiência percebida e a intenção de recomendação no setor automóvel. Propõe-se um modelo conceptual que integra dimensões operacionais e relacionais, onde a Facilidade do Processo atua como mediadora entre a eficiência e a recomendação. Para o testar, recorreu-se a feedback transacional do CRM da Hyundai Portugal, com 681 respostas em Compra (foco principal) e 6 043 em Pós-compra (leitura descritiva).
Metodologicamente, combinam-se estatística descritiva, correlações de Pearson e regressão OLS (Recomendação 1–10 como desfecho) com caracterização por género, distrito e efeitos fixos por concessionário.
No plano empresarial, o estudo fornece prioridades acionáveis: (i) simplificar o processo de venda; (ii) desenvolver competências da equipa e assegurar continuidade do colaborador; (iii) profissionalizar a entrega como onboarding; (iv) garantir consistência omnicanal; e (v) gerir com base em dados, utilizando dashboards por ponto de contacto. Estas linhas permitem elevar a recomendação, reduzir fricção na jornada e aumentar retenção e valor vitalício.
This study examines how critical touchpoints in the purchasing journey influence perceived experience and recommendation intention in the automotive sector. We propose a conceptual model that integrates operational and relational dimensions, where ease of process acts as a mediator between efficiency and recommendation. To test it, transactional feedback from Hyundai Portugal's CRM was used, with 681 responses in Sales (main focus) and 6,043 in After-sales (descriptive reading). Methodologically, descriptive statistics, Pearson correlations, and OLS regression (Recommendation 1–10 as outcome) are combined with control for gender, district, and fixed effects by dealership. At the business level, the study provides actionable priorities: (i) simplify the sales process; (ii) develop team skills and ensure employee continuity; (iii) professionalize delivery as onboarding; (iv) ensure omnichannel consistency; and (v) manage based on data, using dashboards by point of contact. These guidelines make it possible to increase recommendations, reduce friction in the journey, and increase retention and lifetime value.
This study examines how critical touchpoints in the purchasing journey influence perceived experience and recommendation intention in the automotive sector. We propose a conceptual model that integrates operational and relational dimensions, where ease of process acts as a mediator between efficiency and recommendation. To test it, transactional feedback from Hyundai Portugal's CRM was used, with 681 responses in Sales (main focus) and 6,043 in After-sales (descriptive reading). Methodologically, descriptive statistics, Pearson correlations, and OLS regression (Recommendation 1–10 as outcome) are combined with control for gender, district, and fixed effects by dealership. At the business level, the study provides actionable priorities: (i) simplify the sales process; (ii) develop team skills and ensure employee continuity; (iii) professionalize delivery as onboarding; (iv) ensure omnichannel consistency; and (v) manage based on data, using dashboards by point of contact. These guidelines make it possible to increase recommendations, reduce friction in the journey, and increase retention and lifetime value.
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Palavras-chave
Experiência do cliente Interação Pontos de contacto Recomendação Customer Experience Interaction Points of Contact Recommendation