Estudo comparativo sobre a satisfação dos clientes em quatro empresas na cidade de Dourados, MS

Abstract

This study aims to analyze if the companies certified with the best company seal to work, from VOCÊ S/A magazine stand out to their non-certified competitors when it comes to the customer satisfaction. This way, the survey was conducted in two phases, being the first qualitative, with a semi-structured questionnaire, and the second one quantitative with a structured and elaborated from the analysis of the first phase interviews questionnaire, based on the SERVQUAL scale. Two companies in the mobile industry and two of retail sales of furniture and appliances took part in the research. The sample consisted of 210 (two hundred and ten) people, including ten (10) in the qualitative phase and two hundred (200) in the quantitative phase. Data collection was conducted between March and July 2015 in Dourados, MS. The results showed a similarity in customer satisfaction among the same industry companies, therefore, the companies holding the seal of "Best Places to Work" did not stand out in relation to its competitors surveyed. It is worth saying that customer satisfaction depends on many factors related both to personnel management regarding business strategies, also requiring, targeted investments in accordance with the priorities of their target audience.