Pesquisa de satisfa??o dos usu?rios do transporte coletivo urbano e semiurbano por ?nibus na microrregi?o de Tr?s Rios/RJ como ferramenta para a melhoria da gest?o do servi?o prestado

• Autor(a) principal: Silva, Robson Tavares da
• Data de Publicação: 2016
• Tipo de documento: Dissertação
• Idioma: por
• Título da fonte: Biblioteca Digital de Teses e Dissertações da UFRRJ
• Texto Completo: https://tede.ufrrj.br/jspui/handle/jspui/1836
• topic: Research marketing; Urban transportation; Services; Pesquisa de Marketing; Transporte urbano; Servi?os; Administra??o

A key challenge for companies is to identify customer perceptions and can anticipate changes before dissatisfactions occur, thus allowing businesses to develop more effective solutions (KUMAR; LEMON; PARASURAMAN, 2006). Given this context, the perception of the public transport service consumer becomes crucial point for planning as Borges and Fonseca (2002), due to the growing recognition of how important it is the customer's perception regarding the service received. Thus, this project aimed to measure the degree of user satisfaction as the urban public transport services and semi-urban bus for the micro-region of Tr?s Rios/RJ, correlating with the degree of importance, consumer variables of service and socioeconomic variables. The research was characterized by the application of analytical methods based on Marketing Research, transversal and quantitative, having previously been grounded for qualitative research, performed with subjects selected by the local dominance of matter, resulting in the key attributes that composed the quantitative survey instrument. Also in qualitative research, relevant findings were made to construct the perception of attributes, when related to the vision of managers compared to the users, showing a concept of attributes submerged the objective perception. As for the quantitative survey, a sample of 400 stratified users was collected and the results demonstrated the 'Security' as the most important attribute and the 'Service Employees' as the least important. Regarding satisfaction, the best-rated attribute was the 'Service Employees' with an average grade of 6.935 on a zero satisfaction to ten scale, while the 'price' attribute is configured as the worst rating to the degree 5.265. All attributes have positioned themselves in the area of satisfaction with their grades average above five. Still to reinforce this information Student t test was used, with the result that there are no significant differences of views between users, except for the 'price' attribute is one that cannot claim, as defined trust bank, the opinions are similar, establishing always the satisfaction zone. Other data crosses between the available variables were analyzed and reinforced by non-parametric statistical tests such as Kruskal-Wallis, Jonckheere-Terpstra and Mann-Whitney as the specificity of each sample. Such data crosses showed particular characteristics in the degree of satisfaction in analysis for specific groups (socioeconomic, cities and businesses) and was recorded attention points that can be used as needed for management to support decision making and can be used for contributions to public policy analysis applied to the system, as well as the private sector, both in terms of looking for improvements or new strategies for companies that already operate in the system, as for new entrants who have the desire to invest in the region in terms of transport service, or even added services.