Are you satisfied? A case study in Refrigás Refrigeration company

• Autor(a) principal: Rodrigues, Tonny Kerley de Alencar
• Data de Publicação: 2014
• Outros Autores: Vilas Boas, Ana Alice, Silva, Igo Fernandes Ferreira e, Martins, Michelle Carolini de Sousa
• Tipo de documento: Artigo
• Idioma: eng
• Título da fonte: Repositório Institucional da UFLA
• Texto Completo: http://repositorio.ufla.br/jspui/handle/1/11869
• topic: Marketing de relacionamento; Serviços ao cliente - Avaliação; Satisfação do consumidor; Pós-venda; Relationship marketing; Customer services - Evaluation; Consumer satisfaction; Aftermarket

With increasing competition in the market consumers have become more demanding about the level of services offered by companies. Thus, organizations have prized by the satisfaction and loyalty of their customers in an attempt to overcome the difficulties that arise. Thus, this article was reported to the following question: how the services offered by the company Refrigás Refrigeration contribute to (dis) satisfaction of the customers? With the aim of analyzing how important is the use of tools of Relationship Marketing, specifically the aftermarket for identifying factors that generate (dis) satisfaction with the level of service provided by this company. The approach used in this study consists of adopting two approaches, qualitative and used overwhelmingly quantitative in one of the issues where we sought to measure the level of customer satisfaction. Interviews were conducted in depth, using a semi structured interview script containing seven questions, which was applied with 82 customers who have purchased the services provided by the company in the period January to February 2014. It was found that the quality of care in services provided by the company was the largest generator aspect of customer satisfaction, as dissatisfaction was related to lack of return aligned to a communication failure information and the lack of commitment of the company with its customers, thus demonstrating the importance of post-service sale for measuring steady level of customer satisfaction in order to identify shortcomings and correct them.