Prioridades estratégicas de um departamento de pós-venda: um estudo de caso em uma corretora de benefício no segmento de seguros privados de saúde

• Autor(a) principal: Rodrigues, José Carlos Mata
• Data de Publicação: 2015
• Tipo de documento: Dissertação
• Idioma: por
• Título da fonte: Repositório Institucional do FGV (FGV Repositório Digital)
• Texto Completo: http://hdl.handle.net/10438/14749
• topic: Relationship marketing; After sales; Marketing; Marketing de relacionamento; Pós-venda; Administração de empresas; Marketing; Marketing de relacionamento; Vendas

The strategic role of an after-sale department in a benefit broker, like any other segment, is growing with great importance and thus the prioritization of its service is fundamental to the relationship, the retention and the loyalty of the clients. Therefore, this work has a main objective to build on indicator structure (strategic themes) in an after-sale benefits broker, in the health insurance segment, allowing for identify the strategic priorities and to promote the resources allocation more efficiently, aiming to obtain competitive advantage in relation to its competitors. The methodology initially comprised of a qualitative survey of experts in the segment, where it originated a four indicator structure (strategic issues) and eighteen factors of competition. The structure was tested by a questionnaire sent to all employees (internal customers) of a benefit broker, who were asked to answer on the degree of importance in a survey related to the indicators and the competition factors of the structure. At the end of the research, it was found that the indicator ‘Health Management’ presented the best result, while the ‘invoice submission within’ was the competition factor that deserved greater importance among respondents. It is hoped that the results obtained can be used as a basis for formulating closer relationship marketing strategies focused on the needs of the broker in its reality, respecting their limits and capabilities.