Impacto de medidas de melhoria da qualidade na satisfação do cliente de e-commerce em grandes hipermercados

: o caso de uma das maiores empresas de distribuição alimentar e não alimentar em Portugal

Abstract

This study expands on Reichheld's 2003 concept, where Company X employs a measure known as the Net Promoter Score (NPS) to determine whether or not consumers have a favorable opinion of a specific product or service and whether or not they are inclined to recommend it to others. Based on the article "The Online Journal of Distance Education and E-Learning," the aim is to analyze the factors identified by customers as the weakest, i.e., those with the lowest scores, and to determine if any of the temporarily implemented measures during a certain period of analysis led to any improvement in the NPS. One department of the E-commerce was chosen, and throughout the analysis period, both favorable and unfavorable client feedback was recorded in order to identify the most valued and disliked elements. To determine if the measures actually increased average customer happiness, the study used descriptive statistical analysis of the data and performed a number of hypothesis tests. The objective of this investigation was also to determine whether the NPS offers a complete picture of customer satisfaction and whether the measures that were chosen had an effect on the result.

Date of Award	11 Jul 2024
Original language	Portuguese
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Luis Pina-Rebelo (Supervisor)