Considerações sobre o projeto e gestão do sistema de serviço: uma proposta de modelo orientado para a entrega de valor ao cliente / Design considerations and system management service: a proposed model geared to deliver superior customer value

AUTOR(ES)
DATA DE PUBLICAÇÃO

2009

RESUMO

Customer perceived value is one of major antecedents of buying intention, loyalty and customer satisfaction. In spite of it, we observe theres no comprehensive service systems oriented to customer value delivery. For filling this gap, this thesis had the purpose of developing a comprehensive model of service system oriented to customer value delivery. For getting this objective, a bibliographic research focusing marketing theory was conduced for collecting factors related to design and managing of service systems. The results of bibliographic research provided the foundation for building the proposed model, which is based on market orientation, service culture and internal marketing to implement the following processes, which are subsystem of service system: market orientation developing; service culture developing; innovation developing; service system design; service system implementation; performance monitoring; internal marketing developing. For fostering the proposed model, it was complemented with a perspective provide by service sector entrepreneurs about the aspects related to customer value delivery, which was obtained by a two-stage empirical research. The first stage used a descriptive and qualitative research for identifying companies whose entrepreneurs had a positive attitude to customer focus adoption a key-driver for getting success in the business and driving the efforts for service system improvement. From a sample of sixteen companies, four were selected as cases to be studied in the second stage. The Second stage of research involve a exploratory qualitative case study for getting and understanding the perspective of case study companies entrepreneurs about several aspects related to customer value delivery, which was done by conducing semi-structured interviews. These interviews provided insights about the aspects fostered by the customer, difficulties related to customer value delivery, and the design of service system oriented to customer value delivery. These insights were used to complement the proposed model. Because it used systemic approach, the proposed model works as an open system linked to the environment, receiving elements from it (drivers factors and external an internal antecedents) processing these elements (activities executed by the several subsystem of service system) and sending back these processed elements to the environment. This way, the proposed model provides an interrupt flow of entries and outs, which make the system work as a black box with feedback mechanisms that allow conducing and adjusting the transforming process for getting the purpose of customer value delivery. Proposed model highlights the need of aligning between philosophy, values, behaviors, metrics and systems towards designing a service system oriented to customer value delivery and of a strong leadership to implement the system designed. We hope proposed model helps to increase the knowledge about service system components, relationship between the components, and as their improvement can contributes to customer value delivery, working as an effective tool for designing an managing of service system.

ASSUNTO(S)

relationship marketing marketing interno marketing de serviço marketing de relacionamento internal marketing services providing prestação de serviços marketing (models) service marketing marketing (modelos)

ACESSO AO ARTIGO

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