Retenção de clientes pós-venda no setor automóvel
: uma abordagem quantitativa

  • Ricardo Manuel Pires de Alpuim (Student)

Student thesis: Master's Thesis

Abstract

The purpose of this thesis is to analyze the ability to retain customers in after-sales service, particularly in the automobile sector. The type of work is a project type, as a result of a request from the consulting company Viragem, S.A. Indeed, the work developed aims to support as preferred option, the assistance in the brand when the customer has to decide between brand dealers or independent garages. The study was performed as an approach of a quantitative nature, in which the main outcome measure was the definition and validation of a forecasting model that pretends to determine the date of next visit of each customer to the brand workshop. We also analyzed two surveys (one conducted in Brazil and the other one made by the Viragem company to its customers) which allowed to remove important results in order to seek an answer to the issue of the work. The results are broadly in line with the literature collected and understood as important to this theme. In the conclusions are presented some suggestions to address the gaps identified, highlighting the proposed changing of the forecast model currently implemented, given the positive results obtained with one of the alternative mathematical models developed within this project work.
Date of Award2012
Original languagePortuguese
Awarding Institution
  • Universidade Católica Portuguesa
SupervisorHelena Correia (Supervisor)

Keywords

  • Service quality
  • After-sales services
  • Forecasting models
  • Customer retention

Designation

  • Mestrado em Gestão de Serviços

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