A influência da experiência do cliente na indústria de seguro de automóveis

• Autor(a) principal: Maeda, George Masatochi de Campos
• Data de Publicação: 2023
• Tipo de documento: Tese
• Idioma: por
• Título da fonte: Biblioteca Digital de Teses e Dissertações da ESPM
• Texto Completo: http://tede2.espm.br/handle/tede/694
• topic: marketing; satisfação do cliente; experiência do cliente; EXQ; seguros; marketing; customer satisfaction; customer experience, EXQ, insurance; CIENCIAS SOCIAIS APLICADAS::ADMINISTRACAO

Measuring customer experience plays a critical role in developing customer experience management (CXM). This thesis aimed to link the Customer Experience Quality model to results such as service repurchase, customer satisfaction, Net Promoter Score, and customer perceived value. The conceptual model for customer experience quality (EXQ) was developed by Klaus (2014) and revisited by Kuppelwieser and Klaus (2021). To test the hypotheses, a survey was conducted with 399 customers of two insurance companies who had active auto insurance policies in the second half of 2022. The results achieved in the development of the thesis confirm the theory that the quality of customer experience (EXQ) positively influences service repurchase, customer satisfaction, probability of recommendation, and consumer perceived value. The theoretical contribution was to demonstrate that the EXQ model can be used in several industries, either as it was conceived and proposed by Klaus (2014a) or with the simplification of the scale carried out in this research. As a managerial contribution, this thesis offers managers an empirically tested model to directly measure the customer experience, which can be used to improve current customer experience management programs.