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Advisor(s)
Abstract(s)
A avaliação da satisfação do cliente faz parte integrante das preocupações dos gestores. O ECSI (Índice Europeu de Satisfação do Cliente) constitui um dos principais indicadores utilizados em diferentes países para estudar a satisfação do cliente em diversos setores de atividade. Em Portugal, foram analisados 18 setores de atividade com recurso a esta metodologia. No entanto, nenhum deles incidiu sobre a área da restauração, pelo que será importante avaliar o modo como o nível de satisfação do cliente constitui um indutor para a gestão deste setor de atividade, tão relevante na economia portuguesa. Assim, o principal objetivo deste estudo é identificar os fatores determinantes da satisfação dos clientes no setor da restauração. O estudo teve por base o ECSI (índice europeu de satisfação do cliente). Portugal também adotou este modelo criando o ECSI Portugal. Este modelo integra a satisfação do cliente como objetivo central na gestão das organizações, facultando-lhes instrumentos de atuação neste domínio e defende também os interesses dos consumidores, dando-lhes a oportunidade de avaliarem e serem ouvidos nos processos de melhoria da qualidade. A metodologia teve por base um inquérito efetuado a uma amostra de 75 clientes, em que se procurou perceber os atributos que os clientes mais valorizam num empreendimento de restauração na cidade de Viseu (Portugal). O inquérito incluía 21 itens relacionados com a satisfação e fidelização dos clientes, avaliados numa escala de likert de 1 a 10. Os resultados mostram que os atributos mais valorizados são a simpatia do staff, a localização e a decoração/design do espaço. Foi realizada uma análise fatorial através do método de rotação varimax, com normalização de Kaiser, aos itens da satisfação, em que que o fator mais valorizado está relacionado com a qualidade e imagem do empreendimento, seguido do fator fidelização e recomendação, do fator resolução de reclamações e, por último, o fator sensibilidade ao preço, como o menos valorizado. Estes fatores deverão ser tidos em conta nas futuras decisões do gestor, preocupado em aumentar o nível de satisfação e fidelização dos clientes. Estes resultados poderão também servir como exemplos para outros estabelecimentos do mesmo tipo de atividade.
The assessment of customer satisfaction is an integral part of the concerns of managers. The ECSI (European Customer Satisfaction Index) is one of the main indicators used in different countries to study customer satisfaction in different sectors of activity. In Portugal, 18 sectors of activity were analyzed using this methodology. However, none of them focused on restaurant, so it will be important to assess how the level of customer satisfaction is an inducer for the management of this sector of activity, so relevant in the Portuguese economy. Thus, the main objective of this study is to identify the determinants of customer satisfaction in the restaurants sector. The study was based on the ECSI (European customer satisfaction index). Portugal also adopted this model creating ECSI Portugal. This model integrates customer satisfaction as a central objective in the management of organizations, providing them with instruments to act in this area and also defends the interests of consumers, giving them the opportunity to evaluate and be heard in the quality improvement processes. The methodology was based on a survey carried out with a sample of 75 customers, in which we sought to understand the attributes that customers value most in a restaurant development in the city of Viseu (Portugal). The survey included 21 items related to customer satisfaction and loyalty, evaluated on a likert scale from 1 to 10. The results show that the most valued attributes are the friendliness of the staff, the location and the decoration / design of the space. A factor analysis was performed using the varimax rotation method, with Kaiser normalization, to the satisfaction items, in which the most valued factor is related to the quality and image of the enterprise, followed by the loyalty and recommendation factor, the resolution factor of complaints and, finally, the price sensitivity factor, as the least valued. These factors should be taken into account in the future decisions of the manager, concerned with increasing the level of customer satisfaction and loyalty. These results may also serve as examples for other establishments of the same type of activity.
The assessment of customer satisfaction is an integral part of the concerns of managers. The ECSI (European Customer Satisfaction Index) is one of the main indicators used in different countries to study customer satisfaction in different sectors of activity. In Portugal, 18 sectors of activity were analyzed using this methodology. However, none of them focused on restaurant, so it will be important to assess how the level of customer satisfaction is an inducer for the management of this sector of activity, so relevant in the Portuguese economy. Thus, the main objective of this study is to identify the determinants of customer satisfaction in the restaurants sector. The study was based on the ECSI (European customer satisfaction index). Portugal also adopted this model creating ECSI Portugal. This model integrates customer satisfaction as a central objective in the management of organizations, providing them with instruments to act in this area and also defends the interests of consumers, giving them the opportunity to evaluate and be heard in the quality improvement processes. The methodology was based on a survey carried out with a sample of 75 customers, in which we sought to understand the attributes that customers value most in a restaurant development in the city of Viseu (Portugal). The survey included 21 items related to customer satisfaction and loyalty, evaluated on a likert scale from 1 to 10. The results show that the most valued attributes are the friendliness of the staff, the location and the decoration / design of the space. A factor analysis was performed using the varimax rotation method, with Kaiser normalization, to the satisfaction items, in which the most valued factor is related to the quality and image of the enterprise, followed by the loyalty and recommendation factor, the resolution factor of complaints and, finally, the price sensitivity factor, as the least valued. These factors should be taken into account in the future decisions of the manager, concerned with increasing the level of customer satisfaction and loyalty. These results may also serve as examples for other establishments of the same type of activity.
Description
Keywords
ECSI Satisfação Serviços Restaurantes ECSI Satisfaction Services Restaurants
Citation
Publisher
Proceedings da 29th APDR Congress