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Advisor(s)
Abstract(s)
Todos as pessoas em geral e as organizações, em particular, são a favor de uma boa qualidade e contra a má qualidade. Todas as organizações com ou sem fins lucrativos existem para, de alguma forma, satisfazerem as necessidades humanas. Por isso, todos têm objectivos de qualidade em comum. Contudo, muitas organizações nem sempre conseguem alcançar todos os seus objectivos de qualidade e, muitas vezes, fornecem
produtos ou serviços que ficam aquém das expectativas e, sobretudo, das necessidades dos seus clientes, consumidores, associados, etc.
Os consumidores, cada vez mais exigentes, solicitam garantias acrescidas da qualidade dos produtos e serviços. A prestação e o desempenho de serviços de qualidade enquanto prática para satisfação dos clientes, tomou-se numa tarefa significativamente complexa,
tanto mais que na perspectiva cognitiva dos consumidores/clientes ela assume interpretações e dimensões diferentes.
Implementar medidas de qualidade não conduz, necessariamente, a resultados que possibilitem a viabilidade das empresas no longo prazo. A forma de impedir que este cenário se concretize consiste em assegurar uma relação directa entre as iniciativas da qualidade e a contínua satisfação dos clientes.
Se a qualidade possibilita a manutenção de uma determinada vantagem competitiva, na medida em que incrementa o valor do produto/serviço junto do cliente, parece fundamental conhecer esse cliente, as suas necessidades e expectativas, por forma a oferecer-lhe uma resposta adequada - se possível acima das suas expectativas - e
duradoura.
Para as empresas, é vital a satisfação do cliente que possibilita, a médio e longo prazo, uma relação de continuidade (lealdade) cliente-empresa. Esta relação de fidelidade conduz à obtenção de uma vantagem competitiva no mercado e, consequentemente, a uma recompensa obtida através do lucro. Melhorar a qualidade aos olhos do cliente traz rendibilidade à empresa. Estudos realizados demonstram que vantagens baseadas na qualidade percepcionada pelo cliente permitem o incremento dos lucros. Somente uma abordagem integrada da qualidade/satisfação do cliente permite às empresas a conquista de vantagens competitivas sustentadas no mercado e o sucesso a longo prazo.
Desta visão integradora da qualidade nos serviços como causa directa da satisfação do cliente e da sua fidelização à empresa, resulta o presente trabalho.
Everybody in general and organizations in particular are in favour of good quality and against bad quality. Every single profitable or non-profitable organization exists so that it may in some way satisfy peoples' needs. As a result, they ali set out similar quality objectives. However, there are many organizations that are not able to meet their quality objectives, and often supply products and services which are contrary to what is expected and to customers, consumers, associates and other peoples' needs. Consumers by becoming more and more demanding request added guarantees to the quality of products and services. The service provided and the quality of work done by someone for customer satisfaction has become a tremendously complex task so much so that consumer/customers cognitive perspective may take on different interpretations and dimensions. To implement quality measures does not necessarily lead to results which might allow company success in the long term. To avoid this scenario we must ensure a direct relation between quality initiatives and continuous customer satisfaction. If quality allows us to maintain a certain competitive advantage because it increases the value of its product/ service for customers, it seems of the utmost importance to know the customer, his needs and expectations so as to offer an adequate and long lasting answer preferably beyond customer expectations. Customer satisfaction is vital for companies as it will allow in the short or long term a continuous (loyal) relationship between customer-company. This loyal relationship will help to acquire market competitive advantage, and consequently adequate profit remuneration. For customers improved quality will lead to company profitability.Everybody in general and organizations in particular are in favour of good quality and against bad quality. Every single profitable or non-profitable organization exists so that it may in some way satisfy peoples' needs. As a result, they ali set out similar quality objectives. However, there are many organizations that are not able to meet their quality objectives, and often supply products and services which are contrary to what is expected and to customers, consumers, associates and other peoples' needs. Consumers by becoming more and more demanding request added guarantees to the quality of products and services. The service provided and the quality of work done by someone for customer satisfaction has become a tremendously complex task so much so that consumer/customers cognitive perspective may take on different interpretations and dimensions. To implement quality measures does not necessarily lead to results which might allow company success in the long term. To avoid this scenario we must ensure a direct relation between quality initiatives and continuous customer satisfaction. If quality allows us to maintain a certain competitive advantage because it increases the value of its product/ service for customers, it seems of the utmost importance to know the customer, his needs and expectations so as to offer an adequate and long lasting answer preferably beyond customer expectations. Customer satisfaction is vital for companies as it will allow in the short or long term a continuous (loyal) relationship between customer-company. This loyal relationship will help to acquire market competitive advantage, and consequently adequate profit remuneration. For customers improved quality will lead to company profitability. Several studies have been made that show that advantages based on quality arp™ vi perceived by customers as a clear step to proflt increase. Only an integrated customer quality/ satisfaction approach will allow companies to conquer sustained competitive advantages in the market and success in the long term. This integrated idea of quality in services as a direct consequence to customer satisfaction and his loyalty to the company, is the result of the following essay.
Everybody in general and organizations in particular are in favour of good quality and against bad quality. Every single profitable or non-profitable organization exists so that it may in some way satisfy peoples' needs. As a result, they ali set out similar quality objectives. However, there are many organizations that are not able to meet their quality objectives, and often supply products and services which are contrary to what is expected and to customers, consumers, associates and other peoples' needs. Consumers by becoming more and more demanding request added guarantees to the quality of products and services. The service provided and the quality of work done by someone for customer satisfaction has become a tremendously complex task so much so that consumer/customers cognitive perspective may take on different interpretations and dimensions. To implement quality measures does not necessarily lead to results which might allow company success in the long term. To avoid this scenario we must ensure a direct relation between quality initiatives and continuous customer satisfaction. If quality allows us to maintain a certain competitive advantage because it increases the value of its product/ service for customers, it seems of the utmost importance to know the customer, his needs and expectations so as to offer an adequate and long lasting answer preferably beyond customer expectations. Customer satisfaction is vital for companies as it will allow in the short or long term a continuous (loyal) relationship between customer-company. This loyal relationship will help to acquire market competitive advantage, and consequently adequate profit remuneration. For customers improved quality will lead to company profitability.Everybody in general and organizations in particular are in favour of good quality and against bad quality. Every single profitable or non-profitable organization exists so that it may in some way satisfy peoples' needs. As a result, they ali set out similar quality objectives. However, there are many organizations that are not able to meet their quality objectives, and often supply products and services which are contrary to what is expected and to customers, consumers, associates and other peoples' needs. Consumers by becoming more and more demanding request added guarantees to the quality of products and services. The service provided and the quality of work done by someone for customer satisfaction has become a tremendously complex task so much so that consumer/customers cognitive perspective may take on different interpretations and dimensions. To implement quality measures does not necessarily lead to results which might allow company success in the long term. To avoid this scenario we must ensure a direct relation between quality initiatives and continuous customer satisfaction. If quality allows us to maintain a certain competitive advantage because it increases the value of its product/ service for customers, it seems of the utmost importance to know the customer, his needs and expectations so as to offer an adequate and long lasting answer preferably beyond customer expectations. Customer satisfaction is vital for companies as it will allow in the short or long term a continuous (loyal) relationship between customer-company. This loyal relationship will help to acquire market competitive advantage, and consequently adequate profit remuneration. For customers improved quality will lead to company profitability. Several studies have been made that show that advantages based on quality arp™ vi perceived by customers as a clear step to proflt increase. Only an integrated customer quality/ satisfaction approach will allow companies to conquer sustained competitive advantages in the market and success in the long term. This integrated idea of quality in services as a direct consequence to customer satisfaction and his loyalty to the company, is the result of the following essay.
Description
Mestrado em Gestão e Estratégia Industrial.
Keywords
Qualidade total Qualidade nos Serviços Qualidade percepcionada Fidelização do cliente Satisfação do cliente Total Quality Service Quality Perceived Quality Customer Satisfaction Customer Loyalty
Pedagogical Context
Citation
Silva, João Licínio Cabral da (2003). " Qualidade nos serviços. Importância estratégica do grau de fidelização do cliente". Dissertação de Mestrado. Universidade Técnica de Lisboa. Instituto Superior de Economia e Gestão.
Publisher
ISEG