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Authors
Advisor(s)
Abstract(s)
Numa sociedade marcada pela crise económica e com a instabilidade que o setor automóvel atravessa, torna-se essencial para as organizações conseguirem ir ao encontro das necessidades dos seus clientes, procurando manter as suas vendas. Os FCS (Fatores Críticos de Sucesso), apesar de possuírem diferentes significados na literatura, são considerados áreas essenciais para que a organização seja bem-sucedida. Deste modo, o presente trabalho de investigação centra-se na identificação dos FCS de duas marcas automóveis de grande sucesso em Portugal, Audi e Volkswagen Veículos Comerciais (VW VC), procurando também identificar as diferenças entre as duas marcas relativamente aos seus clientes. De forma a cumprir o objetivo deste trabalho, efetuou-se uma revisão do estado de arte, a partir do qual foi possível a formulação de várias hipóteses empíricas. Como método de recolha de dados foi utilizado o método quantitativo, através da técnica do questionário aplicado a 88 sujeitos. As principais conclusões obtidas evidenciam a existência de uma correlação estatisticamente significativa relativamente à importância da definição dos FCS, aos FCS pelos quais as marcas e os clientes respondem e aos níveis de importância atribuídos aos mesmos.
In a society marked by the economic crisis and instability across the automotive sector, it is essential for the organizations to understand and meet the needs of their customers, seeking to maintain their sales. The KSF (Key Success Factor), despite having different meanings in the literature, are considered key areas for the organization to be successful. Thus, this research work focused on identifying the KSF of two highly successful car brands in Portugal, Audi and Volkswagen Commercial Vehicles, also looking to identify the differences between the two brands relation to their clients. In order to fulfill the objective of this study, we?ve performed a review of the state of the art, from which it was possible to formulate several empirical hypotheses. As a method of data collection was used quantitative method, using the technique of questionnaire administered to 88 subjects. The main conclusions show that there is a statistically significant correlation to the importance of defining the KSF, the KSF by which brands and customers respond and to levels of importance assigned to them.
In a society marked by the economic crisis and instability across the automotive sector, it is essential for the organizations to understand and meet the needs of their customers, seeking to maintain their sales. The KSF (Key Success Factor), despite having different meanings in the literature, are considered key areas for the organization to be successful. Thus, this research work focused on identifying the KSF of two highly successful car brands in Portugal, Audi and Volkswagen Commercial Vehicles, also looking to identify the differences between the two brands relation to their clients. In order to fulfill the objective of this study, we?ve performed a review of the state of the art, from which it was possible to formulate several empirical hypotheses. As a method of data collection was used quantitative method, using the technique of questionnaire administered to 88 subjects. The main conclusions show that there is a statistically significant correlation to the importance of defining the KSF, the KSF by which brands and customers respond and to levels of importance assigned to them.
Description
Mestrado em Marketing
Keywords
fatores críticos de sucesso setor automóvel marca cliente key success factors auto industry brand customer
Pedagogical Context
Citation
Esteves, Bruno de Almeida (2012). "Fatores críticos de sucesso : Audi e Volkswagen veículos comerciais". Dissertação de Mestrado, Universidade Técnica de Lisboa. Instituto Superior de Economia e Gestão.
Publisher
Instituto Superior de Economia e Gestão