Loading...
Publication
A Gestão da Experiência do Cliente no Pós-Venda: O Caso Centro Porsche Porto
| Name: | Description: | Size: | Format: | |
|---|---|---|---|---|
| 2.79 MB | Adobe PDF |
Authors
Advisor(s)
Abstract(s)
O presente relatório documenta a experiência de estágio realizada no Centro Porsche Porto, no âmbito do Mestrado em Direção Comercial e Marketing, sob a orientação de Catarina Marques. O objetivo principal foi analisar a gestão da experiência do cliente no pós-venda no setor automóvel de luxo, com foco na satisfação, entusiasmo e na sua relação com a fidelização, identificando o contributo das estratégias de CRM nesse contexto. A experiência pós-venda revela-se determinante neste segmento, onde a personalização, a exclusividade e a inovação tecnológica são fatores essenciais para garantir a satisfação e a retenção dos clientes. O relatório explora a experiência do cliente, a digitalização dos serviços e o papel do marketing de relacionamento na criação de valor. Durante o estágio, foram desenvolvidas atividades relacionadas com a organização interna, o apoio ao departamento de marketing e comercial, e à gestão da experiência do cliente. A análise do processo de pós-venda revelou oportunidades de melhoria na integração de sistema, personalização dos serviços e comunicação. A análise da satisfação dos clientes revelou uma média de 9,45 em 10, com 65% dos inquiridos a afirmar que a experiência excedeu as suas expectativas, reforçando o impacto positivo das práticas de pós-venda. A perceção de qualidade no serviço, segundo estudos, explica até 89,1% da variância da fidelização no setor automóvel de luxo, o que valida a importância estratégica da experiência pós-venda na retenção de clientes. As principais conclusões destacam a importância do pós-venda e das suas dimensões para a experiência, satisfação e fidelização do cliente.
This report documents the internship experience carried out at Centro Porsche Porto, as part of the Master’s in Commercial Management and Marketing, under the supervision of Catarina Marques.The main objective was to analyse customer experience management in the after-sales context within the luxury automotive sector, focusing on satisfaction, enthusiasm, and their relationship with customer loyalty, while identifying the contribution of CRM strategies in this context.After-sales experience proves to be crucial in this segment, where personalisation, exclusivity, and technological innovation are essential factors in ensuring customer satisfaction and retention. The report explores customer experience, service digitalisation, and the role of relationship marketing in value creation.During the internship, activities were carried out related to internal organisation, support for the marketing and commercial departments, and customer experience management. The analysis of the after-sales process revealed opportunities for improvement in system integration, service personalisation, and communication.The customer satisfaction analysis showed an average score of 9,45 out of 10, with 65% of respondents stating that the experience exceeded their expectations, highlighting the positive impact of the after-sales practices. According to referenced studies, perceived service quality explains up to 89,1% of the variance in customer loyalty in the luxury automotive sector, validating the strategic importance of after-sales experience for customer retention.The main conclusions highlight the importance of after-sales service and its dimensions in customer experience, satisfaction, and loyalty
This report documents the internship experience carried out at Centro Porsche Porto, as part of the Master’s in Commercial Management and Marketing, under the supervision of Catarina Marques.The main objective was to analyse customer experience management in the after-sales context within the luxury automotive sector, focusing on satisfaction, enthusiasm, and their relationship with customer loyalty, while identifying the contribution of CRM strategies in this context.After-sales experience proves to be crucial in this segment, where personalisation, exclusivity, and technological innovation are essential factors in ensuring customer satisfaction and retention. The report explores customer experience, service digitalisation, and the role of relationship marketing in value creation.During the internship, activities were carried out related to internal organisation, support for the marketing and commercial departments, and customer experience management. The analysis of the after-sales process revealed opportunities for improvement in system integration, service personalisation, and communication.The customer satisfaction analysis showed an average score of 9,45 out of 10, with 65% of respondents stating that the experience exceeded their expectations, highlighting the positive impact of the after-sales practices. According to referenced studies, perceived service quality explains up to 89,1% of the variance in customer loyalty in the luxury automotive sector, validating the strategic importance of after-sales experience for customer retention.The main conclusions highlight the importance of after-sales service and its dimensions in customer experience, satisfaction, and loyalty
Description
Keywords
Experiência do cliente Fidelização Luxo Pós-venda Satisfação