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Abstract(s)
Esta investigação parte do conceito de Reichheld em 2003, onde a empresa X utiliza uma métrica capaz de avaliar se os clientes ficam com um pensamento positivo em relação a um determinado produto ou serviço e se estão dispostos a partilhar a sua experiência com outras pessoas, designada por Net Promoter Score. Tendo por base o artigo “The online Journal of Distance Education and e-learning”, procura-se analisar os fatores apontados pelos clientes como sendo os mais fracos, ou seja, os menos pontuados, e perceber se algumas das medidas temporariamente implementadas num determinado período de análise, fizeram registar alguma evolução no NPS. Foi selecionada uma unidade da loja, afeta ao E-commerce, e durante o período em analise foram apontadas as questões positivas e negativas dadas pelos clientes, de forma a entender quais os fatores mais apreciados e criticados. O estudo recorreu a uma análise de estatística descritiva dos dados e realizou um conjunto de testes de hipóteses para procurar identificar se as medidas de facto promoveram o aumento da satisfação média do cliente. Nesta análise, procurou-se ainda entender se o NPS se apresenta como uma métrica que traduz de forma completa a satisfação do cliente e se as medidas adotadas impactam o seu resultado.
This study expands on Reichheld's 2003 concept, where Company X employs a measure known as the Net Promoter Score (NPS) to determine whether or not consumers have a favorable opinion of a specific product or service and whether or not they are inclined to recommend it to others. Based on the article "The Online Journal of Distance Education and E-Learning," the aim is to analyze the factors identified by customers as the weakest, i.e., those with the lowest scores, and to determine if any of the temporarily implemented measures during a certain period of analysis led to any improvement in the NPS. One department of the E-commerce was chosen, and throughout the analysis period, both favorable and unfavorable client feedback was recorded in order to identify the most valued and disliked elements. To determine if the measures actually increased average customer happiness, the study used descriptive statistical analysis of the data and performed a number of hypothesis tests. The objective of this investigation was also to determine whether the NPS offers a complete picture of customer satisfaction and whether the measures that were chosen had an effect on the result.
This study expands on Reichheld's 2003 concept, where Company X employs a measure known as the Net Promoter Score (NPS) to determine whether or not consumers have a favorable opinion of a specific product or service and whether or not they are inclined to recommend it to others. Based on the article "The Online Journal of Distance Education and E-Learning," the aim is to analyze the factors identified by customers as the weakest, i.e., those with the lowest scores, and to determine if any of the temporarily implemented measures during a certain period of analysis led to any improvement in the NPS. One department of the E-commerce was chosen, and throughout the analysis period, both favorable and unfavorable client feedback was recorded in order to identify the most valued and disliked elements. To determine if the measures actually increased average customer happiness, the study used descriptive statistical analysis of the data and performed a number of hypothesis tests. The objective of this investigation was also to determine whether the NPS offers a complete picture of customer satisfaction and whether the measures that were chosen had an effect on the result.
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Keywords
NPS Satisfação do cliente E-commerce Mercado retalhista Customer satisfaction Retail market