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Relação da digitalização com a satisfação de clientes: o caso do serviço após venda no retalho automóvel
| Name: | Description: | Size: | Format: | |
|---|---|---|---|---|
| 1.47 MB | Adobe PDF |
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Abstract(s)
O setor automóvel tem sofrido uma transformação notável nos últimos tempos: à
transição tecnológica em curso que obriga a tradicional indústria a investir em alternativas ao
motor de combustão interna, juntou-se recentemente a mudança que várias marcas
pretendem introduzir no modelo de relação contratual com os concessionários. No novo
modelo, denominado de agência, os clientes comprarão os carros diretamente aos
fabricantes, o que coloca novos e grandes desafios aos retalhistas. É neste exigente contexto
que as oficinas são convocadas a repensar o seu futuro para garantir que continuam a
merecer a preferência dos clientes. Está em curso uma evolução para novas formas de
intermediação, com o digital a assumir a preponderância que já é norma em outas atividades.
O objetivo deste trabalho é perceber qual a relação da digitalização com a satisfação
dos clientes do serviço após venda (oficinas). Para tal foi conduzido um estudo com duas
componentes: uma quantitativa, descrita no capítulo 2.3, com recolha de dados por meio de
questionários online, e uma componente qualitativa composta pela análise a 13 entrevistas a
profissionais do setor, apresentada no capítulo 2.4.
Os resultados são descritos no capítulo 3, e demonstram que no estudo quantitativo
sempre que a opção digital surge como escolha, tem a preferência da maioria dos
respondentes e é indicada como causadora de maior satisfação. Isto é confirmado no capítulo
3.2, que descreve os resultados da componente qualitativa, onde também se destaca que,
apesar da inevitável necessidade de se desenvolverem mais e melhores ferramentas de
interação e contratação digital, isso não deve justificar a extinção de canais que continuem a
manter possível o contacto pessoal.
The automotive industry is undergoing a remarkable transformation: from the ongoing technological transition, that forces the ever-traditional motor industry to take on enormous investments in finding alternatives to the internal combustion engine, to a recently added shift in the contractual model between OEM and dealers. In the new model, of agency, customers will buy their cars directly to the brands, which brings new and big challenges to retailers. It is in this demanding context that aftersales’ services are drawn to rethink their future to ensure that customers keep preferring them over the competition. The evolution is already taking place, with new forms of intermediation where the digital assumes a central role, which is already standard in other industries. This study aims to understand the connection between digitalization and customer satisfaction in the aftersales’ service (workshops). To do so, the designated approach was a combined methodology of quantitative and qualitative components. In the quantitative, an online survey was carried out as detailed in chapter 2.3, and in the qualitative component 13 interviews were conducted with professionals from the automotive industry in Portugal, as described in chapter 2.4. The results are detailed in chapter 3, and demonstrate that, in the quantitative study, every time that the digital option is available it is the preferred choice, and intrinsically associated with higher levels of satisfaction. This is confirmed in chapter 3.2 that details the results of the qualitative component, where is also pointed out that, despite the inevitable need to develop more and better tools to interact with customers, this should not imply letting go of the personal ways of contact.
The automotive industry is undergoing a remarkable transformation: from the ongoing technological transition, that forces the ever-traditional motor industry to take on enormous investments in finding alternatives to the internal combustion engine, to a recently added shift in the contractual model between OEM and dealers. In the new model, of agency, customers will buy their cars directly to the brands, which brings new and big challenges to retailers. It is in this demanding context that aftersales’ services are drawn to rethink their future to ensure that customers keep preferring them over the competition. The evolution is already taking place, with new forms of intermediation where the digital assumes a central role, which is already standard in other industries. This study aims to understand the connection between digitalization and customer satisfaction in the aftersales’ service (workshops). To do so, the designated approach was a combined methodology of quantitative and qualitative components. In the quantitative, an online survey was carried out as detailed in chapter 2.3, and in the qualitative component 13 interviews were conducted with professionals from the automotive industry in Portugal, as described in chapter 2.4. The results are detailed in chapter 3, and demonstrate that, in the quantitative study, every time that the digital option is available it is the preferred choice, and intrinsically associated with higher levels of satisfaction. This is confirmed in chapter 3.2 that details the results of the qualitative component, where is also pointed out that, despite the inevitable need to develop more and better tools to interact with customers, this should not imply letting go of the personal ways of contact.
Description
Keywords
Satisfação de clientes Digitalização Retalho automóvel Oficinas Customer satisfaction Digitalization Automotive retail Automotive workshops