O call center como um diferencial competitivo na estratégia de atendimento
Autor(a) principal: | |
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Data de Publicação: | 2014 |
Tipo de documento: | Trabalho de conclusão de curso |
Idioma: | por |
Título da fonte: | Biblioteca Digital de Teses e Dissertações da PUC_SP |
Texto Completo: | https://repositorio.pucsp.br/jspui/handle/handle/34778 |
Resumo: | This thesis work aims to verify the importance of the call center within organizations, regardless of the market segment. Aims to analyze how the activity of call center can be crucial to determine the satisfaction or customer dissatisfaction with the company, and may be crucial to the customer is loyal to a company and become less susceptible to the actions of competitors. All content of this work was obtained through research and consultation with the works of various authors specialized mainly in call center, customer relationship marketing, satisfaction and loyalty. The research, as a method of obtaining data for the preparation of a study, is divided into typologies. To prepare this study was used as a descriptive research method in which, according Raupp (2008, p. 81), describing means to identify, report, verify. On the procedure to literature, which according to Gil (1999), is developed from theoretical frameworks as published books and articles was performed; and finally this research is qualitative approach as the type that Richardson (1999, p. 80) defines as that used to describe the complexity of a given problem as well as the deep understanding of its peculiarities. Observed these concepts, we can say that this job is suitable for dscrições authors. At the end of the study it is possible to identify that the call center industry, has been gaining increasing importance since the opening of the market occurred from the 1990s and the resulting increase in competition in various sectors. There is, including a socio-economic relevance of the sector, which since 2011 is the fastest in Brazil employs; having transformed the country into a global reference both in number of service positions and in quality in their best call centers. All sources consulted are unanimous in emphasizing that the call center, as one of the main points of contact between the customer and the company, constitutes a very valuable source of important information about the consumer and should be part of the service strategies and relationship developed by the companies. The study shows, however, that for the call center is a success factor the proper balance between technology, customer- oriented business processes and well-trained personnel should be observed, because these items are essential and complementary. The call center as a subject is vast and can be analyzed from various aspects, such as Technology, Human Development, Cost Management among others, but this study will analyze its basic activity, to suit the client, and its impact on the expectations and perceptions consumers |
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Zenone, Luiz CláudioLima, Luciana da Silva2023-07-05T19:35:33Z2023-07-05T19:35:33Z2014-11-17Lima, Luciana da Silva. O call center como um diferencial competitivo na estratégia de atendimento. 2014. Monografia de Especialização (Especialização em MBA em Marketing) - Faculdade de Economia, Administração, Contábeis e Atuariais da Pontifícia Universidade Católica de São Paulo, São Paulo, 2014.https://repositorio.pucsp.br/jspui/handle/handle/34778This thesis work aims to verify the importance of the call center within organizations, regardless of the market segment. Aims to analyze how the activity of call center can be crucial to determine the satisfaction or customer dissatisfaction with the company, and may be crucial to the customer is loyal to a company and become less susceptible to the actions of competitors. All content of this work was obtained through research and consultation with the works of various authors specialized mainly in call center, customer relationship marketing, satisfaction and loyalty. The research, as a method of obtaining data for the preparation of a study, is divided into typologies. To prepare this study was used as a descriptive research method in which, according Raupp (2008, p. 81), describing means to identify, report, verify. On the procedure to literature, which according to Gil (1999), is developed from theoretical frameworks as published books and articles was performed; and finally this research is qualitative approach as the type that Richardson (1999, p. 80) defines as that used to describe the complexity of a given problem as well as the deep understanding of its peculiarities. Observed these concepts, we can say that this job is suitable for dscrições authors. At the end of the study it is possible to identify that the call center industry, has been gaining increasing importance since the opening of the market occurred from the 1990s and the resulting increase in competition in various sectors. There is, including a socio-economic relevance of the sector, which since 2011 is the fastest in Brazil employs; having transformed the country into a global reference both in number of service positions and in quality in their best call centers. All sources consulted are unanimous in emphasizing that the call center, as one of the main points of contact between the customer and the company, constitutes a very valuable source of important information about the consumer and should be part of the service strategies and relationship developed by the companies. The study shows, however, that for the call center is a success factor the proper balance between technology, customer- oriented business processes and well-trained personnel should be observed, because these items are essential and complementary. The call center as a subject is vast and can be analyzed from various aspects, such as Technology, Human Development, Cost Management among others, but this study will analyze its basic activity, to suit the client, and its impact on the expectations and perceptions consumersEste trabalho de monografia tem o intuito de verificar a importância do call center dentro das organizações, independente do segmento de mercado. Visa analisar como a atividade de call center pode ser fundamental para determinar a satisfação ou insatisfação do cliente com a empresa, bem como pode ser determinante para que o cliente seja fiel à uma empresa e se torne menos suscetível às ações da concorrência. Todo o conteúdo deste trabalho foi obtido por meio de pesquisa e consulta às obras de diversos autores especializados, principalmente, em call center, marketing de relacionamento, satisfação e fidelização. A pesquisa, como método de obtenção dados para a elaboração de um estudo, se subdivide em tipologias. Para a elaboração deste estudo foi empregada como método a pesquisa descritiva, na qual, segundo Raupp (2008, p. 81), descrever significa identificar, relatar, verificar. Quanto ao procedimento foi realizada a pesquisa bibliográfica, que de acordo com Gil (1999), é desenvolvida a partir de referenciais teóricos publicados como livros e artigos; e por fim esta pesquisa é qualitativa quanto a abordagem, tipo que Richardson (1999, p. 80) define como aquele empregado para descrever a complexidade de determinado problema, bem como o entendimento profundo de suas particularidades. Observados esses conceitos, podemos dizer que o presente trabalho está adequado aos dscrições dos autores. Ao fim do estudo é possível identificar que o setor de call center, vem ganhando cada vez mais importância desde a abertura do mercado ocorrida a partir dos anos 1990 e consequente aumento da concorrência em diversos setores. Verifica-se, inclusive, uma relevância socioeconômica do setor, que desde o ano de 2011 é o que mais emprega no Brasil; tendo transformado o país em referência mundial tanto em quantidade de posições de atendimento quanto em qualidade nos seus melhores call centers. Todas as fontes bibliográficas consultadas são unânimes na ênfase de que o call center, por ser um dos principais pontos de contato entre o cliente e a empresa, se constitui numa fonte muito valiosa de informações importantes acerca dos consumidores e deve fazer parte das estratégias de atendimento e relacionamento desenvolvidas pelas empresas. O estudo mostra, porém que para que o call center seja um fator de sucesso deve ser observado o equilíbrio entre a tecnologia adequada, processos organizacionais orientados para o cliente e pessoal bem treinado, pois esses itens são essenciais e complementares. O call center como tema é vasto e pode ser analisado sob diversas vertentes, como Tecnológica, Desenvolvimento Humano, Gestão de Custos entre outras, porém neste estudo será analisada sua atividade básica, a de atender o cliente, e os seus reflexos nas expectativas e percepções dos consumidoresporPontifícia Universidade Católica de São PauloEspecialização em MBA em MarketingPUC-SPBrasilFaculdade de Economia, Administração, Contábeis e AtuariaisCNPQ::CIENCIAS SOCIAIS APLICADAS::ADMINISTRACAOCall centerAtendimentoRelacionamentoSatisfaçãoFidelidadeCall centerCustomer serviceRelationshipSatisfactionLoyaltyO call center como um diferencial competitivo na estratégia de atendimentoinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/bachelorThesisinfo:eu-repo/semantics/openAccessreponame:Biblioteca Digital de Teses e Dissertações da PUC_SPinstname:Pontifícia Universidade Católica de São Paulo (PUC-SP)instacron:PUC_SPORIGINALLuciana da Silva Lima.pdfapplication/pdf2132729https://repositorio.pucsp.br/xmlui/bitstream/handle/34778/1/Luciana%20da%20Silva%20Lima.pdf594ab56f142407a5ada0825c72acd7cfMD51TEXTLuciana da Silva Lima.pdf.txtLuciana da Silva Lima.pdf.txtExtracted texttext/plain117513https://repositorio.pucsp.br/xmlui/bitstream/handle/34778/2/Luciana%20da%20Silva%20Lima.pdf.txt395c6f63ac237800691b5d17d3df0261MD52THUMBNAILLuciana da Silva Lima.pdf.jpgLuciana da Silva Lima.pdf.jpgGenerated Thumbnailimage/jpeg1140https://repositorio.pucsp.br/xmlui/bitstream/handle/34778/3/Luciana%20da%20Silva%20Lima.pdf.jpgacfe197671bdb23cdd191c31b90b83c5MD53handle/347782023-07-06 01:25:43.956oai:repositorio.pucsp.br:handle/34778Biblioteca Digital de Teses e Dissertaçõeshttps://sapientia.pucsp.br/https://sapientia.pucsp.br/oai/requestbngkatende@pucsp.br||rapassi@pucsp.bropendoar:2023-07-06T04:25:43Biblioteca Digital de Teses e Dissertações da PUC_SP - Pontifícia Universidade Católica de São Paulo (PUC-SP)false |
dc.title.pt_BR.fl_str_mv |
O call center como um diferencial competitivo na estratégia de atendimento |
title |
O call center como um diferencial competitivo na estratégia de atendimento |
spellingShingle |
O call center como um diferencial competitivo na estratégia de atendimento Lima, Luciana da Silva CNPQ::CIENCIAS SOCIAIS APLICADAS::ADMINISTRACAO Call center Atendimento Relacionamento Satisfação Fidelidade Call center Customer service Relationship Satisfaction Loyalty |
title_short |
O call center como um diferencial competitivo na estratégia de atendimento |
title_full |
O call center como um diferencial competitivo na estratégia de atendimento |
title_fullStr |
O call center como um diferencial competitivo na estratégia de atendimento |
title_full_unstemmed |
O call center como um diferencial competitivo na estratégia de atendimento |
title_sort |
O call center como um diferencial competitivo na estratégia de atendimento |
author |
Lima, Luciana da Silva |
author_facet |
Lima, Luciana da Silva |
author_role |
author |
dc.contributor.advisor1.fl_str_mv |
Zenone, Luiz Cláudio |
dc.contributor.author.fl_str_mv |
Lima, Luciana da Silva |
contributor_str_mv |
Zenone, Luiz Cláudio |
dc.subject.cnpq.fl_str_mv |
CNPQ::CIENCIAS SOCIAIS APLICADAS::ADMINISTRACAO |
topic |
CNPQ::CIENCIAS SOCIAIS APLICADAS::ADMINISTRACAO Call center Atendimento Relacionamento Satisfação Fidelidade Call center Customer service Relationship Satisfaction Loyalty |
dc.subject.por.fl_str_mv |
Call center Atendimento Relacionamento Satisfação Fidelidade |
dc.subject.eng.fl_str_mv |
Call center Customer service Relationship Satisfaction Loyalty |
description |
This thesis work aims to verify the importance of the call center within organizations, regardless of the market segment. Aims to analyze how the activity of call center can be crucial to determine the satisfaction or customer dissatisfaction with the company, and may be crucial to the customer is loyal to a company and become less susceptible to the actions of competitors. All content of this work was obtained through research and consultation with the works of various authors specialized mainly in call center, customer relationship marketing, satisfaction and loyalty. The research, as a method of obtaining data for the preparation of a study, is divided into typologies. To prepare this study was used as a descriptive research method in which, according Raupp (2008, p. 81), describing means to identify, report, verify. On the procedure to literature, which according to Gil (1999), is developed from theoretical frameworks as published books and articles was performed; and finally this research is qualitative approach as the type that Richardson (1999, p. 80) defines as that used to describe the complexity of a given problem as well as the deep understanding of its peculiarities. Observed these concepts, we can say that this job is suitable for dscrições authors. At the end of the study it is possible to identify that the call center industry, has been gaining increasing importance since the opening of the market occurred from the 1990s and the resulting increase in competition in various sectors. There is, including a socio-economic relevance of the sector, which since 2011 is the fastest in Brazil employs; having transformed the country into a global reference both in number of service positions and in quality in their best call centers. All sources consulted are unanimous in emphasizing that the call center, as one of the main points of contact between the customer and the company, constitutes a very valuable source of important information about the consumer and should be part of the service strategies and relationship developed by the companies. The study shows, however, that for the call center is a success factor the proper balance between technology, customer- oriented business processes and well-trained personnel should be observed, because these items are essential and complementary. The call center as a subject is vast and can be analyzed from various aspects, such as Technology, Human Development, Cost Management among others, but this study will analyze its basic activity, to suit the client, and its impact on the expectations and perceptions consumers |
publishDate |
2014 |
dc.date.issued.fl_str_mv |
2014-11-17 |
dc.date.accessioned.fl_str_mv |
2023-07-05T19:35:33Z |
dc.date.available.fl_str_mv |
2023-07-05T19:35:33Z |
dc.type.status.fl_str_mv |
info:eu-repo/semantics/publishedVersion |
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info:eu-repo/semantics/bachelorThesis |
format |
bachelorThesis |
status_str |
publishedVersion |
dc.identifier.citation.fl_str_mv |
Lima, Luciana da Silva. O call center como um diferencial competitivo na estratégia de atendimento. 2014. Monografia de Especialização (Especialização em MBA em Marketing) - Faculdade de Economia, Administração, Contábeis e Atuariais da Pontifícia Universidade Católica de São Paulo, São Paulo, 2014. |
dc.identifier.uri.fl_str_mv |
https://repositorio.pucsp.br/jspui/handle/handle/34778 |
identifier_str_mv |
Lima, Luciana da Silva. O call center como um diferencial competitivo na estratégia de atendimento. 2014. Monografia de Especialização (Especialização em MBA em Marketing) - Faculdade de Economia, Administração, Contábeis e Atuariais da Pontifícia Universidade Católica de São Paulo, São Paulo, 2014. |
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Especialização em MBA em Marketing |
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Brasil |
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Faculdade de Economia, Administração, Contábeis e Atuariais |
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Pontifícia Universidade Católica de São Paulo |
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