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Advisor(s)
Abstract(s)
O âmbito global da presente tese é o da análise dos fatores de influência
na capacidade de retenção de clientes nos serviços pós-venda, do setor
automóvel. A modalidade do trabalho é do tipo projeto, uma vez que surgiu na
sequência da solicitação por parte da empresa de consultoria Viragem, S.A.
Em síntese, o trabalho desenvolvido pretende fundamentar como
preferível a opção pela assistência na marca, quando o cliente tem de decidir
entre os concessionários de marca ou as oficinas independentes.
O trabalho foi realizado numa abordagem de cariz quantitativo, em que
a principal medida foi a definição e validação de um modelo de previsão, que
pretende determinar a data da próxima visita de cada cliente aos
concessionários.
Foram, também, analisadas as respostas a dois questionários (um
realizado no Brasil e outro realizado pela empresa Viragem aos seus clientes)
para tentar encontrar nelas a resposta ao tema do trabalho. Os resultados
observados estão globalmente alinhados com a literatura recolhida e entendida
como importante para esta temática.
Nas conclusões são apresentadas algumas sugestões para fazer face às
lacunas identificadas, salientando-se a proposta de alteração do modelo de
previsão atualmente implementado, dados os resultados positivos obtidos com
um dos modelos matemáticos alternativos desenvolvidos no âmbito deste
trabalho de projeto.
The purpose of this thesis is to analyze the ability to retain customers in after-sales service, particularly in the automobile sector. The type of work is a project type, as a result of a request from the consulting company Viragem, S.A. Indeed, the work developed aims to support as preferred option, the assistance in the brand when the customer has to decide between brand dealers or independent garages. The study was performed as an approach of a quantitative nature, in which the main outcome measure was the definition and validation of a forecasting model that pretends to determine the date of next visit of each customer to the brand workshop. We also analyzed two surveys (one conducted in Brazil and the other one made by the Viragem company to its customers) which allowed to remove important results in order to seek an answer to the issue of the work. The results are broadly in line with the literature collected and understood as important to this theme. In the conclusions are presented some suggestions to address the gaps identified, highlighting the proposed changing of the forecast model currently implemented, given the positive results obtained with one of the alternative mathematical models developed within this project work.
The purpose of this thesis is to analyze the ability to retain customers in after-sales service, particularly in the automobile sector. The type of work is a project type, as a result of a request from the consulting company Viragem, S.A. Indeed, the work developed aims to support as preferred option, the assistance in the brand when the customer has to decide between brand dealers or independent garages. The study was performed as an approach of a quantitative nature, in which the main outcome measure was the definition and validation of a forecasting model that pretends to determine the date of next visit of each customer to the brand workshop. We also analyzed two surveys (one conducted in Brazil and the other one made by the Viragem company to its customers) which allowed to remove important results in order to seek an answer to the issue of the work. The results are broadly in line with the literature collected and understood as important to this theme. In the conclusions are presented some suggestions to address the gaps identified, highlighting the proposed changing of the forecast model currently implemented, given the positive results obtained with one of the alternative mathematical models developed within this project work.
Description
Keywords
Qualidade de serviço Serviços pós-venda Modelos de previsão Retenção de clientes Service quality After-sales services Forecasting models Customer retention