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Os determinantes que influenciam o consumidor na escolha de uma oficina automóvel, num contexto de serviços Pós-Venda
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Advisor(s)
Abstract(s)
A presente dissertação propõe-se a realizar uma investigação aprofundada sobre os determinantes que influenciam os consumidores na escolha de uma oficina automóvel, no Pós-Venda. Num mercado caracterizado pela concorrência feroz e pela constante evolução, compreender os fatores subjacentes a essas escolhas torna-se imperativo e estratégico para o sucesso das empresas do setor. Através de uma abordagem metodológica, este estudo adota uma análise quantitativa, utilizando um questionário como instrumento de recolha de dados junto a uma amostra representativa de consumidores. A análise detalhada permitiu observar as preferências, motivações e comportamentos dos consumidores no contexto da seleção de uma oficina automóvel. Os resultados obtidos proporcionaram uma visão clara sobre os fatores determinantes que influenciam a escolha do consumidor. Concluiu-se que os sete fatores: Confiança, Satisfação, Valor, Recomendação (Word of Mouth), Conveniência, Inovação do serviço e Programas de fidelização, são fatores importantes para o consumidor. A Confiança emergiu como o fator mais determinante, seguida pela Satisfação e pelo Valor percebido. A Recomendação de outros consumidores e a Conveniência também se mostraram significativos. A Inovação e os Programas de fidelização, embora menos prioritários, são considerados para um segmento específico de clientes.
This dissertation sets out to carry out an in-depth investigation into the determinants that influence consumers when choosing an after-sales car workshop. In a market characterised by fierce competition and constant evolution, understanding the factors underlying these choices becomes imperative and strategic for the success of companies in the sector. Through a methodological approach, this study adopts a quantitative analysis, using a questionnaire as an instrument for collecting data from a representative sample of consumers. The detailed analysis made it possible to observe consumer preferences, motivations and behaviours in the context of selecting a car workshop. The results obtained provided a clear view of the determining factors that influence consumer choice. It was concluded that the seven factors: trust, satisfaction, value, recommendation (Word of Mouth), convenience, service innovation and loyalty programmes, are important factors for the consumer. Trust emerged as the most decisive factor, followed by satisfaction and perceived value. Recommendations from other consumers and convenience were also significant. Innovation and loyalty programmes, although less of a priority, are considered for a specific segment of customers.
This dissertation sets out to carry out an in-depth investigation into the determinants that influence consumers when choosing an after-sales car workshop. In a market characterised by fierce competition and constant evolution, understanding the factors underlying these choices becomes imperative and strategic for the success of companies in the sector. Through a methodological approach, this study adopts a quantitative analysis, using a questionnaire as an instrument for collecting data from a representative sample of consumers. The detailed analysis made it possible to observe consumer preferences, motivations and behaviours in the context of selecting a car workshop. The results obtained provided a clear view of the determining factors that influence consumer choice. It was concluded that the seven factors: trust, satisfaction, value, recommendation (Word of Mouth), convenience, service innovation and loyalty programmes, are important factors for the consumer. Trust emerged as the most decisive factor, followed by satisfaction and perceived value. Recommendations from other consumers and convenience were also significant. Innovation and loyalty programmes, although less of a priority, are considered for a specific segment of customers.
Description
Keywords
Fatores Consumidor Pós-venda Setor automóvel e determinantes