Satisfação do consumidor

: gestão de reclamações

Abstract

This report was created aiming the analysis and evaluation of Customer Satisfaction through Complaint Management, by identifying the main complaints´ causes and improvement measures, in the Equity Claims area of AXA Portugal. The document structure begins with a first chapter of Literature Review which serves as the theoretical basis for the analysis of Customer Satisfaction and its impact on loyalty and retention. It also approaches Complaint Management and Service Recovery. The truth is that most companies still doesn’t recognize the value of complainants and the real danger of customers who don’t complaint. In fact, many organizations promote incentives for reducing the number of complaints, falsely believing that this decrease means an improvement in the quality of service delivery. Dissatisfied customers who don’t complaint are a major problem because not only we miss the opportunity of knowing their reason and how to overcome it, but also because there are great chances that they communicate their negative experience to other customers, damaging the company’s image. The act of complaint indicates trust and a commitment of time that the customer is willing to have to let the company know that there’s room for improvement. It’s an opportunity for the organizations to reconnect with their clients, giving the chance to turn dissatisfied customers into loyal ones. This paper underlines the importance of complaint’s analysis and the relevant information that we can obtain by using this tool, allowing a company to evaluate its performance. Implementing subsequent measures will have a positive impact on customer’s satisfaction – the main goal of a company – hence, its loyalty and retention.

Date of Award	2014
Original language	Portuguese
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Horácio Boulhosa (Supervisor)