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Atributos mais relevantes para a satisfação dos clientes de telecomunicações
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Orientador(es)
Resumo(s)
Num mundo cada vez mais globalizado as características dos consumidores têm vindo a alterar-se substancialmente devido ao acesso a muito mais informação. Hoje em dia, os clientes são muitos mais informados e exigentes. Por outro lado, os operadores de telecomunicações procuram focar a sua atividade nos seus clientes pois perceberam que é muito mais dispendioso atrair novos clientes que manter os atuais. Esta alteração de paradigma leva a que as empresas procurem gerir as expectativas dos seus clientes indo ao encontro das suas necessidades e entregando-lhes mais valor, permitindo assim que estes se sintam satisfeitos e mantenham o relacionamento com a empresa. Neste estudo, foram então investigados os principais fatores com impacto na satisfação de um cliente de telecomunicações no mercado nacional.
Para realizar o estudo foi feita uma pesquisa exploratória, com distribuição de questionários numa lógica de conveniência que permitiu a recolha das opiniões de 204 clientes de telecomunicações sobre vários parâmetros relativos ao serviço prestado pelos seus operadores principais.
Através da análise dos resultados obtidos, foi possível confirmar a importância de atributos como a Imagem da empresa de telecomunicações, a qualidade dos Produtos disponibilizados pelo operador e o Atendimento de que são alvo os clientes. Assim, as empresas de telecomunicações nacionais devem focar-se na Imagem que têm no mercado, uma vez que foi o atributo com maior contributo para a satisfação dos clientes, procurando investir ainda na qualidade dos seus Produtos e Atendimento. Por outro lado, estratégias de liderança através do Custo mais baixo devem ser desincentivadas.
In an increasingly globalized world the characteristics of the consumers have been changing substantially due to access to much more information. Nowadays, customers are much more informed and difficult to please. On the other hand, telecom operators are seeking to focus their activity on its customers because of the realization that it is much more expensive to attract new customers than it is to keep current ones. This change of paradigm, means that companies are seeking to manage the expectations of their customers in order to meet their needs and create more value to them, leading to an increased satisfaction and a better relationship with the company. In this perspective, this study aims to investigate the main factors that contribute to the satisfaction of a telco customer in a domestic market. This study is an exploratory research that consists of a survey regarding the opinion of 204 telecommunication customers about the different aspects of the service provided by their main operators. Through the analysis of the data obtained, it was possible to confirm the importance of attributes such as the image of the telecommunications company, the quality of the products and the customer service. Thus, telecommunications companies should focus on the image that they project on the market, since it is the point that contributes the most to customer satisfaction, by investing further in the quality of their products and Service. On the other hand, a strategy based on low cost products to gain market share should be discouraged.
In an increasingly globalized world the characteristics of the consumers have been changing substantially due to access to much more information. Nowadays, customers are much more informed and difficult to please. On the other hand, telecom operators are seeking to focus their activity on its customers because of the realization that it is much more expensive to attract new customers than it is to keep current ones. This change of paradigm, means that companies are seeking to manage the expectations of their customers in order to meet their needs and create more value to them, leading to an increased satisfaction and a better relationship with the company. In this perspective, this study aims to investigate the main factors that contribute to the satisfaction of a telco customer in a domestic market. This study is an exploratory research that consists of a survey regarding the opinion of 204 telecommunication customers about the different aspects of the service provided by their main operators. Through the analysis of the data obtained, it was possible to confirm the importance of attributes such as the image of the telecommunications company, the quality of the products and the customer service. Thus, telecommunications companies should focus on the image that they project on the market, since it is the point that contributes the most to customer satisfaction, by investing further in the quality of their products and Service. On the other hand, a strategy based on low cost products to gain market share should be discouraged.
Descrição
Mestrado em Marketing
Palavras-chave
Satisfação do Consumidor Atributos de Satisfação Valor do Serviço Fidelidade Telecomunicações Bundle de Produtos Customer Satisfaction Attributes of Satisfaction Service Value Loyalty Telecommunications Product Bundling
Contexto Educativo
Citação
Almeida, Fábio Miguel Oliveira de (2016). "Atributos mais relevantes para a satisfação dos clientes de telecomunicações". Dissertação de Mestrado, Universidade de Lisboa. Instituto Superior de Economia e Gestão.
Editora
Instituto Superior de Economia e Gestão