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Abstract(s)
Este relatório pretende espelhar o estágio realizado na Direção Comercial da Super Bock Group,
com foco na aplicação de colocação de encomendas “Autêntico”. O objetivo principal do estágio
foi avaliar esse portal ao nível de satisfação, identificar possíveis melhorias e compreender as
razões da rejeição por parte de alguns clientes, através de entrevistas, análise às diferentes fases
de integração e acompanhamento dentro da empresa.
Tendo em conta as necessidades identificadas, é apresentado o enquadramento teórico relativo a
empresas e clientes B2B, procurando entender a dinâmica do ambiente digital e do e-commerce.
Ainda foi destacado as ferramentas de marketing digital B2B, com indicadores que permitem
identificar e avaliar os níveis da adoção das tecnologias, como o marketing de serviços, a
satisfação, a qualidade, melhoria contínua, inovação e o valor percecionado.
Para atingir esses objetivos, é adotada uma metodologia de investigação-ação, utilizando técnicas
qualitativas de análise de dados, especialmente entrevistas. As informações foram recolhidas de
uma amostra de clientes, quer registados, quer não registados no “Autêntico”, situados nas áreas
do Porto e Lisboa. Durante o estágio, foram observadas fragilidades e oportunidades de melhoria
no modelo de serviço, levando ao desenvolvimento de soluções apropriadas.
Os resultados da pesquisa e análise permitiram identificar e aplicar sugestões de melhoria para a
app ao longo do estágio, bem como formular recomendações para implementação futura.
Adicionalmente, graças aos bons resultados do trabalho anterior foi solicitado a elaboração de um
inquérito com a função de avaliar a satisfação dos clientes com outros serviços prestados pela
empresa, visando potenciais melhorias.
Assim, os principais contributos deste estágio incluem a identificação de sugestões de melhores
práticas significativas a realizar para a aplicação “Autêntico”, que se espera proporcionem uma
mais-valia no futuro, resultando em um desempenho mais eficaz, maior satisfação dos clientes e
aumento da adesão ao modelo de serviço.
This report is intended to reflect the internship carried out in the Commercial Department of the Super Bock Group, focusing on the "Autêntico" order-placing app. The main objective of the internship was to evaluate this app in terms of satisfaction, identify possible improvements and understand the reasons for rejection by some customers, through interviews, analysis of the different phases of integration and monitoring within the company. Taking into account the needs identified, the theoretical framework relating to B2B companies and customers is presented, seeking to understand the dynamics of the digital environment and e commerce. The B2B digital marketing tools were also highlighted, with indicators that make it possible to identify and evaluate the levels of technology adoption, such as service marketing, satisfaction, quality, continuous improvement, innovation and perceived value. To achieve these objectives, an action research methodology was adopted, using qualitative data analysis techniques, especially interviews. The information was collected from a sample of customers, both registered and unregistered at "Autêntico", located in the Porto and Lisbon areas. During the internship, weaknesses and opportunities for improvement in the service model were observed, leading to the development of appropriate solutions. The results of the research and analysis made it possible to identify and apply suggestions for improving the app throughout the internship, as well as formulating recommendations for future implementation. In addition, thanks to the good results of the previous work, I was asked to draw up a survey to assess customer satisfaction with other services provided by the company, with a view to potential improvements. Thus, the main contributions of this internship include the identification of significant best practice suggestions to be made for the "Autêntico" application, which are expected to provide added value in the future, resulting in more effective performance, greater customer satisfaction and increased adherence to the service model.
This report is intended to reflect the internship carried out in the Commercial Department of the Super Bock Group, focusing on the "Autêntico" order-placing app. The main objective of the internship was to evaluate this app in terms of satisfaction, identify possible improvements and understand the reasons for rejection by some customers, through interviews, analysis of the different phases of integration and monitoring within the company. Taking into account the needs identified, the theoretical framework relating to B2B companies and customers is presented, seeking to understand the dynamics of the digital environment and e commerce. The B2B digital marketing tools were also highlighted, with indicators that make it possible to identify and evaluate the levels of technology adoption, such as service marketing, satisfaction, quality, continuous improvement, innovation and perceived value. To achieve these objectives, an action research methodology was adopted, using qualitative data analysis techniques, especially interviews. The information was collected from a sample of customers, both registered and unregistered at "Autêntico", located in the Porto and Lisbon areas. During the internship, weaknesses and opportunities for improvement in the service model were observed, leading to the development of appropriate solutions. The results of the research and analysis made it possible to identify and apply suggestions for improving the app throughout the internship, as well as formulating recommendations for future implementation. In addition, thanks to the good results of the previous work, I was asked to draw up a survey to assess customer satisfaction with other services provided by the company, with a view to potential improvements. Thus, the main contributions of this internship include the identification of significant best practice suggestions to be made for the "Autêntico" application, which are expected to provide added value in the future, resulting in more effective performance, greater customer satisfaction and increased adherence to the service model.
Description
Keywords
Integração E-commerce Clientes Satisfação Comercial Aplicação Integration Commercial Clients Satisfaction App