APLICAÇÃO DA PESQUISA DE SATISFAÇÃO DE CLIENTES DE UMA EMPRESA DE AUTOPEÇAS

Abstract

This work addresses the application of a customer satisfaction survey of an autoparts company. Such an approach is necessary since all companies need a feedback parameter from their customers, in order to identify the level of satisfaction with the service and product and create maintenance and loyalty strategies, or if the company could improve or change the way it works. The objective of this study is to identify the level of customer satisfaction of an auto parts sales company, in order to help identify weak points in the service and help in making decisions to implement improvements. This purpose will be achieved through a literature review, followed by a case study. This study is based on a questionnaire with questions from the Customer Effort Score (CES) and Net Promoter Score (NPS). The study demonstrated the importance of conducting customer satisfaction surveys, which helps in decision-making in order to loyalize, retain and delight customers.