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Personalização nos Serviços e Satisfação do Cliente: Um Estudo Aplicado ao Retalho Automóvel em Portugal
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| 1.12 MB | Adobe PDF |
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Abstract(s)
O presente trabalho tem como finalidade analisar a forma como a personalização influencia o comportamento do consumidor no setor automóvel em Portugal, com foco na satisfação e na lealdade. Pretende-se compreender de que modo a experiência personalizada pode contribuir para o reforço da relação cliente-marca, num contexto de consumo cada vez mais exigente.Foi adotada uma metodologia quantitativa, com base num modelo conceptual apoiado na literatura de Carvajal (2011), que relaciona os fatores personalização, qualidade percebida, gestão de reclamações, satisfação e lealdade. A recolha de dados foi realizada através de um questionário aplicado a inquiridos que adquiriram veículos em concessionários portugueses. Os principais resultados revelam que a personalização, isoladamente, não tem impacto direto na lealdade. No entanto, exerce influência significativa quando mediada pela satisfação, que surgem com uma das variáveis centrais. Conclui-se que a experiência do cliente no setor automóvel deve ser pensada como um processo integrado. Personalizar sem garantir qualidade geral do serviço e satisfação pode ser ineficaz. Assim, este estudo oferece contributos teóricos e práticos, reforçando a importância da experiência do cliente como fator-chave para a fidelização. As implicações para a gestão incluem o reforço das estratégias de personalização e qualidade no serviço, como vetores diferenciadores no setor automóvel.
This study examines how service personalization shapes consumer behaviour in the Portuguese automotive sector, with particular emphasis on customer satisfaction and loyalty. The aim is to determine whether personalised experiences strengthen the customer–brand relationship in an increasingly demanding market.A quantitative research design was adopted. Drawing on Carvajal (2011), framework, a conceptual model links personalization, perceived quality, complaint management, satisfaction and loyalty. Data were collected via a structured questionnaire administered to respondents who had purchased vehicles from official Portuguese dealerships within the past four years. The dataset was analysed using exploratory factor analysis, normality testing, Spearman correlations and linear regression.Findings indicate that personalization alone does not produce a direct effect on loyalty. Instead, its influence becomes significant when mediated by satisfaction, which emerges as a central variable in the customer journey. Perceived quality and effective complaint management further reinforce this pathway, underscoring the need for an integrated approach to experience design.The study therefore concludes that customer experience management in the automotive sector must operate as a holistic system: personalization without consistently high service quality and satisfaction is unlikely to yield durable loyalty. Theoretically, the research enriches understanding of mediation effects within service marketing. Managerially, it suggests that dealerships should invest concurrently in personalised interactions and robust quality standards, positioning these elements as key differentiators in an increasingly competitive marketplace.
This study examines how service personalization shapes consumer behaviour in the Portuguese automotive sector, with particular emphasis on customer satisfaction and loyalty. The aim is to determine whether personalised experiences strengthen the customer–brand relationship in an increasingly demanding market.A quantitative research design was adopted. Drawing on Carvajal (2011), framework, a conceptual model links personalization, perceived quality, complaint management, satisfaction and loyalty. Data were collected via a structured questionnaire administered to respondents who had purchased vehicles from official Portuguese dealerships within the past four years. The dataset was analysed using exploratory factor analysis, normality testing, Spearman correlations and linear regression.Findings indicate that personalization alone does not produce a direct effect on loyalty. Instead, its influence becomes significant when mediated by satisfaction, which emerges as a central variable in the customer journey. Perceived quality and effective complaint management further reinforce this pathway, underscoring the need for an integrated approach to experience design.The study therefore concludes that customer experience management in the automotive sector must operate as a holistic system: personalization without consistently high service quality and satisfaction is unlikely to yield durable loyalty. Theoretically, the research enriches understanding of mediation effects within service marketing. Managerially, it suggests that dealerships should invest concurrently in personalised interactions and robust quality standards, positioning these elements as key differentiators in an increasingly competitive marketplace.
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Keywords
Fidelização Personalização Qualidade Reclamações Satisfação Serviço