Customer needs of automobile sector: a study of the perceptions of the automotive chain links agents. / Necessidades do cliente do setor automobilístico: um estudo das percepções de agentes dos elos da cadeia automotiva.

AUTOR(ES)
DATA DE PUBLICAÇÃO

2007

RESUMO

The major objective of this study was to search the perceptions of customer needs in the automobile sector using the perceived quality measure. The study based on automotive dealers, considering the car assembler influence. In order to achieve the proposed objectives it was necessary to join quantitative and qualitative research strategies. For such, it was chosen an exploratory study involving dealer customers and individual interviews based on a script of open questions directed to car assembler and dealer interviewees. The Critical Incident Technique was used to create the customer satisfaction questionnaires which were applied to dealer customers, salesmen and managers and car assembler high management. Individual interviews had been conduced among dealers and car assembler high management in order to identify the major aspects and tools used to identify and maintain the perceived quality of sales services offered by dealers. The results obtained showed that each part searched understands the perceived quality of sales service in a different way. To the customer, the most important quality dimension is Competence whereas dealer sales and managers believe it is Reliability and car assembler understands that the most important to customer is Courtesy. This study has also identified that the aspect of evaluation most mentioned both by car assembler and dealers was Attendance. The comparative analysis between the priorized aspect of evaluation and quality dimension most correlated to the customer satisfaction in general has reached different results among car assembler and dealers. For car assembler, due to different opinions between the two interviewed, it was not possible to carry out the comparative analysis, whereas for dealers this analysis has occurred between the Attendance aspect and Competence dimension.

ASSUNTO(S)

perceived quality indústria automobilística customer satisfaction operations services management automobilist sector controle de qualidade serviços

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