Avaliação do impacto do serviço ao cliente
: na vertente de gestão de reclamações na imagem da Ascendi

  • Filipa de Magalhães e Vaz da Silva (Student)

Student thesis: Master's Thesis


This report aims to analyze the operation of complaint management in Ascendi, its impact on customers and therefore on the company's image. Thus, the research is focused on a comparison between the theories proposed by different authors and practices internally developed by the company under study, including a review of scientific research in this area. It was also analyzed the issue of customer satisfaction. Our research reveals that when the complaint management is performed
accurately, it is possible to restore the customer's fault and therefore the dissatisfaction levels will be lower, which in spite of the occurrence of the fault may lead to positive word of mouth and customer retention. Thus, it was concluded that it
is essential that companies make an investment in their customer service which includes the complaint management.
Date of AwardSept 2012
Original languagePortuguese
Awarding Institution
  • Universidade Católica Portuguesa
SupervisorAna Filipa Côrte-Real (Supervisor)


  • Mestrado em Gestão

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